Latexco sponsorship is the stuff of dreams
In an era where any self-respecting celebrity has an endless train of endorsements in tow, covering every aspect of their public and private lives, are brand associations credible anymore? How often does Gary Lineker really feast on those Walker crisps? You want me to believe that Jurgen Klopp spends his time in an Opel?
One brand association in particular stood out for me this year. In cycling of all places – not a property that has brands flocking to it at the moment, you would imagine. That didn’t stop mattress brand Latexco from crafting what for me is a model sports sponsorship, at the heart of which is relevance and credibility, with a nice dollop of tactility.
Cyclists are no prima donnas. Their lot is a tough one, and hardship in top class cycling is not limited to time in the saddle. As our own Dan Martin wrote in his Irish Times Tour diary this summer: “what makes [the Tour] so gruelling is the sheer scale … most people don’t understand the amount of travelling that we end up doing. After Thursday’s stage we had a 2½, nearly three hours’ drive. Before then I had a doping control at the finish line and then a shower. In the end I didn’t end up getting to the hotel until a quarter to nine … and I only ended up getting dinner at 10.30pm.”
The nature of Le Tour means a different hotel room every night, and by no means a 5-star one. Often accommodation gets in the way of a good night’s sleep, something essential to the following day’s performance.
Enter Latexco to support the Quick-Step Floors team, of which Martin was lead rider.
Latexco didn’t just lend their name to the team’s maillots, they followed it through all stages of the Tour, putting down mattresses and bedding in each hotel the riders ended up in. And so a peaceful – and consistent – night’s sleep was assured. For the consumer, the image of the brand providing such respite each night to the exhausted cyclist is very persuasive, and is helped by the warm, tactile feel that the association carries. We all prize a good night sleep.
A simple yet powerful association. And with the news that Sean Kelly’s An Post team has failed to find a sponsor for next year, it’s a pity Mattress Mick didn’t think of it first.