Together, we have demonstrated how LaceUp formats create real added value—for participants, partners, and the community. And how they can be used specifically as a marketing and activation tool.

LaceUp as a platform for genuine integration

LaceUp does not view partnerships as a sponsorship opportunity, but rather as an active role in the event experience. Our GPS-based formats enable partners to be involved where emotions arise:
on the route, at the finish line, during the group ride – and not just on a single event day, but over a period of weeks.

This turns an event into an ongoing story in which partners are visible, relevant, and credible.

Tempo Sport: Customer frequency through community and exercise

Tempo Sport uses Les Cols de Zurich to encourage people to get active—and to come to Horgen.

The added value arises on several levels:

• 
  new customer activation The hills around Zurich motivate road cyclists to discover new climbs—and connect these experiences directly with Tempo Sport as a local hub.
• 
  s to retain existing customers Joint group rides to the Cols, meeting points, exchanges—the event becomes a platform for community building rather than traditional advertising.
• Physical touchpoint instead of online impression
  The reward for finishing—from an ultralight water bottle to a small snack in the shop—ensures that the contact is real, personal, and measurable.

Tempo Sport is therefore not just a sponsor, but part of the route, part of the community, and part of the story.

Giordana: A lasting memory

While Tempo Sport strengthens local ties, Giordana provides something that everyone will love to take home:
exclusive jerseys, designed especially for the LaceUp community.

The effect:

• An emotional memento of a personal experience
• High-quality product instead of promotional items that have to be purchased
• Visibility far beyond the event – every time the jersey is worn

This turns a digital event into a physical memento that combines performance, community, and brand.

More than just a day-long event: visibility for weeks

A key aspect of our partnership:
Partners are not just showcased on one day, but over a longer period of time.

Thanks to LaceUp, this happens automatically:

• Event duration over several weeks
• Repeated touchpoints through rides, badges, and milestones
• Communication precisely when participants are emotionally involved

The result: lasting brand presence instead of a short-lived peak.

Partnership on equal terms – looking ahead

The fact that we are extending our partnership with Tempo Sport and Giordana for another three years is a strong sign for us:
This model works—for everyone involved.

Many thanks to Tempo Sport and Giordana for their trust, shared vision, and willingness to rethink partnerships:
not as logo placement, but as a genuine contribution to the success of an event. Here's to another three years with Tempo Sport and Giordana.

We look forward to many more cols, many more rides together—and many more stories yet to be written.

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