Traditional sporting events often thrive on a single, intense moment. But what happens afterwards? With LaceUp, this energy can be extended - and a one-day event becomes a digital sporting event that inspires for weeks or even months. This creates hybrid sporting events that combine the best of both worlds: the emotional experience on site and flexible participation via digital channels.

A prime example of this is the Alpenbrevet Extended. What began as a classic cycling marathon has become a year-round event platform thanks to LaceUp. Participants can ride the legendary Alpine passes individually, synchronize their GPS data and compete with others - without an official start line or fixed time slot. As a hunter-gatherer, you can experience the Alpenbrevet again and again - whenever and wherever you want.

More activation, more reach, more community

While alpenbrevet.ch 's website traffic used to be concentrated on the event period, the extended concept now ensures a constant presence and interaction over months. The community starts the season digitally as early as spring - and remains active until the next event.

"The Alpenbrevet Extended is a core component of our strategy to establish Andermatt as a racing bike destination," explains Hugo Farey, Head of Events & Activities at Andermatt Swiss Alps.

Participants become brand ambassadors: every route completed, every summit photo and every activity shared on social media becomes an authentic story that creates reach - not only for the event itself, but also for partners and destinations.

Added value for organizers and partners

The concept not only strengthens community loyalty, but also brings measurable benefits. 65% of participants in the Alpenbrevet Extended were in contact with the Alpenbrevet brand for the first time - a successful expansion of the target group was achieved. In addition, around 40% of participants stay overnight in the region, which promotes the local economy and tourism throughout the entire pass season.

LaceUp turns a one-off event into a vibrant ecosystem. Digital and physical worlds merge to create hybrid sporting events that offer year-round visibility, emotionally charge brands and create long-term loyalty among participants.

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