The Telegraph x Rouleur x Maserati

About This Project

Working with numerous stakeholders, including Maserati directly and their agency, Performance Communications, I helped manage a partnership with the prestigious car brand over a three year period. Thanks to collaboration between The Telegraph, Rouleur and Maserati, we created and launched Rouleur Classic, a premium road cycling exhibition taking place in London. The event went on to win numerous awards and continues to evolve to the present day.

The annual event welcomes over 3,000 fans of road cycling, alongside 40+ premium cycling brands and numerous endemic and non-endemic partners.

Over the years, the event has attracted esteemed guests – Tour de France, World and Olympic champions – including the legendary Eddy Merckx, Mark Cavendish, Sir Bradley Wiggins, Lizzie Deignan, amongst many others. The event has gone on to become a signature event for the bicycle industry, regularly selling out, driving sales of premium road bikes and attracting media and PR coverage from inside and out of the cycling industry.

The partnership positioned Maserati as the premium car brand of the cycling industry and on a podium of excellence, drawing praise from visitors, brands and partners.

Other event partners included:
3T, 4iiii, Campagnolo, Cannondale, Canyon, Castelli, Cervelo, Colnago, Elite, Giro d’Italia, GORE, KASK, Le Tour de France, LOOK, Mavic, Pinarello, Pirelli, POC, Polartec, Specialized, SRAM, Trek, Wahoo, ZWIFT.