Mercedes-Benz UCI MTB World CupHow do you elevate a brand's presence in the world of extreme sports?
By partnering with the UCI Mountainbike World Cup, Mercedes-Benz positioned itself at the forefront of one of the most dynamic sports globally. As the title sponsor, Mercedes-Benz used this partnership to strengthen its association with innovation, precision, and endurance.
Key elements of the campaign included TV-relevant brandings, such as strategically placed Mercedes-Benz vehicles on the track, ensuring maximum visibility during televised broadcasts. Additionally, the Mercedes-Benz Vanbase, an interactive brand experience zone, allowed attendees to engage with the brand firsthand, exploring the latest Mercedes-Benz models and innovations.
To further solidify its presence in the biking world, Mercedes-Benz teamed up with Fabio Wibmer, one of the most prominent athletes in the sport, producing engaging content that emphasized the brand’s commitment to the mountain biking community. This partnership, along with activations across 12 countries, allowed Mercedes-Benz to tap into the adrenaline and energy of the sport, connecting with a global audience through storytelling and on-site experiences.
This strategic collaboration reinforced Mercedes-Benz's leadership in both the automotive and extreme sports sectors.
Year 2018-2022
Worldwide
Client: Mercedes-Benz
Role: Project Lead
As the project lead for the Mercedes-Benz UCI Mountainbike World Cup, I was responsible for overseeing the entire brand activation from start to finish. My role included managing TV-relevant brand placements, such as the strategic positioning of Mercedes-Benz vehicles on the track, ensuring maximum exposure during televised broadcasts.
I led the creation and execution of the Mercedes-Benz Vanbase, a fully immersive brand experience zone where event attendees could explore the latest models and engage with the brand directly. Additionally, I facilitated the collaboration between Mercedes-Benz and Fabio Wibmer, coordinating content production that highlighted the brand's commitment to the biking community.
I oversaw activations across 12 countries, ensuring consistent brand visibility and engagement at each event. From conceptualization to execution, my role involved managing stakeholders, coordinating with event organizers, and ensuring that Mercedes-Benz’s presence in the extreme sports world was both impactful and aligned with its brand values.
