Industry News 11/9/2011

B$Z: Bike MS Names Raleigh As Official Bicycle Partner

Bike MS Names Raleigh As Official Bicycle Partner

Bike MS, the largest charity cycling series in the country with 100 events nationwide, and Raleigh, a bicycle brand synonymous with quality and community, today announced that they are teaming up to form a unique partnership and cycling program in 2012. The partnership integrates two trusted brands in the bike industry with a focus on engaging cycling enthusiasts and cause riders as participants in Bike MS.
 
“We’re incredibly excited that more than 110,000 Bike MS participants nationwide will have the support of Raleigh and access to the experienced committed cycling experts affiliated with Raleigh’s independent bike dealers.” said Graham McReynolds, Executive Vice President for Marketing and Development, National MS Society.  “Our partnership with Raleigh will provide new resources and support to Bike MS participants; engage new cyclists; expand fundraising, and cultivate relationships to grow the Bike MS network. Our relationship will also enhance business opportunities for and engagement with Raleigh’s independent bike dealers.”
 
Following are highlights from the partnership:
- Raleigh will be the official bicycle partner of Bike MS for the 2012 cycling season. What that means is a multi-level partnership involving national engagement through diverse communication channels which include education programs, grassroots support of Bike MS events by local Raleigh dealers, a cause-marketing program for bike purchases, onsite exposure at Bike MS events, and participation by dealer teams in local rides;
- Raleigh will also support Bike MS corporate teams through a bike rental program, training support, bike fittings, and more;
- In addition, Raleigh has developed a new website, MyCyclingEvent.com, which is a destination for cyclists looking for event rides as well as local experts. Bike MS will be the featured cause ride on the site;
- The two organizations will also be leveraging their mutual relationships with Bicycling magazine to further enhance outreach to cyclists nationwide.
 
“Raleigh’s core focus is on cause riders, commuters and the family.  We know that there is huge opportunity through our partnership with Bike MS for us to inspire riders to engage in a lifelong love of cycling and a commitment to doing good,” said Chris Speyer, Vice President Product Development and Marketing, Raleigh America, Inc.  “Bike MS offers a great synergy for the Raleigh brand because of the Society’s extensive group of rides, the quality of their events and the incredible network of cyclists that have joined together to help end MS.”
 
“Raleigh’s expansive history in the cycling community and its significant commitment to the cause cycling rider makes them a perfect partner for Bike MS,” said Zack Grice, Associate Publisher, Bicycling magazine, the world’s largest cycling publication and the official media partner of Bike MS.  “The Raleigh and Bike MS partnership is a tremendous win for the cycling industry as it will help develop and retain lifelong cyclists.”