Yaffa Media ramps up cycling event investment

By AdNews | 7 August 2019

Australian cycling media and events business Bicycling Australia has revealed its newest event, The Mudgee Classic.

As Bicycling Australia (and AdNews) parent company, Yaffa Media, continues to ramp up investment in recreational cycling sporting events, The Mudgee Classic brings new sports marketing and advertising opportunities to brands.

The Mudgee Classic is the second NSW based cycling event for Bicycling Australia and the fourth national cycling Classic event for the media brand.

“Further to the success of our multi award-winning Bowral Classic, we are delighted to be given this opportunity and would like to personally thank Destination NSW, Mid-Western Council and the support of our commercial partners and the amazing Mudgee community,” Bicycling Australia publisher James Yaffa says. 

“We know this event will be a real drawcard for our discerning audience, who will enjoy all that Mudgee offers.” 

The business is selecting areas that offer more than just a ride as it continues to grow events nationally. 

"We are now in discussion with many of Australia's top companies who not only participate with teams, but are keen to back our strategy through corporate sponsorship," Yaffa says.

Those supporting the events include agency leaders Dentsu Aegis Network CEO Henry Tajer, Publicis Media CEO Toby Barbour and Zenith CEO Nickie Scriven.

"As marketers search for less passive audiences, The Cycling Classics act as an engaging series of events that drive stronger connections between relevant brands and consumers," Tajer says.

"The Cycling Classics and recreational cycling sector in general deliver the big spenders in the key 40-65 demographic, a bee hive of influential big spenders.

"The absolute litmus test for media brands is whether they have the capacity and influence to deliver live experiences which go beyond traditional media platforms, certainly we have a player here in The Cycling Classics by Yaffa Media which for me are some of the best work by any media company in Australia that I've seen. If not the best when you consider the audience engagement."

Henry TajerDAN ANZ CEO Henry Tajer

Yaffa says: "Cycling is reaching one of the most dynamic and influential markets that we have seen in the history of this company, remember we go way back to 1925. Cycling ranks as a top form of exercise amongst the Australian Population, out performing many higher profile sports." 

The events are now becoming a major part of the cycling and sports marketing calendar and is generating interest from major brands, as well as the support of each states’ government body, such as Destination NSW.

The State Minister for Tourism, Stuart Ayres, says the NSW Government remains dedicated to supporting the many regions across the State, noting Mudgee’s newest sporting event as another great addition to Regional NSW’s robust events calendar.

“Regional events such as the Mudgee Classic are an important contributor to regional tourism, attracting interstate and international visitation and injecting a significant economic boost into the local region,”Ayres says.

“Our programs have delivered record growth in regional visitor numbers, record growth in regional visitor nights and record growth in visitor expenditure in regional NSW and we’re determined to continue turbocharging our rural areas through events and driving local economies."

Nickie Scriven and Toby BarbourNicke Scriven and Toby Barbour all kitted up

"The Mudgee Classic is the latest edition from Bicycling Australia to what is now surely the best roster of National cycling events suitable for all ages and capability in the country," Barbour says.

"The courses are designed in idyllic locations with a choice of distance that provides a range of challenge and experience for all levels. They are professionally organised and deliver compelling opportunities for brands looking to engage this growth market."

Riders and their supporters can relax on a supplied bean bag and refuel on fine food, wine and craft beer that will be in abundance at the official event village.

Retired sporting journalist, TV personality and Mudgee local Ken Sutcliffe has also thrown his support behind the event and praised its impact on local tourism.

“Mudgee the second oldest town west of the blue mountains is now a must-see experience tourist destination," he says. 

“Great wine, food and a coffee plus the best sporting facilities in regional NSW. It’s a cycling mecca boasting fabulous villages and riding roads.”

Ken SutcliffeKen Sutcliffe

The Mudgee Classic is one of four cycling Gran Fondo events for the media brand, others including the Bowral Classic, Noosa Classic and Clare Classic, making it the largest platform of Gran Fondo cycling events in Australia.

All cycling event logos

Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au

Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.

comments powered by Disqus