Strategic Partnerships ASO collaborates with major broadcasters, event organizers, and sponsors across cycling, rally, sailing, running, and golf. This presents opportunities to cross-sell sponsorship packages, media rights, and joint marketing initiatives with potential partners looking to access diversified, sport-focused audiences.

Global Event Footprint With 90 events in 25 countries throughout the year, ASO offers a broad, multi-market activation calendar. This enables cross-border sponsorship sales, hospitality programs, and digital engagement campaigns aligned to regional audiences and seasonal peaks.

Digital and Media Leverage ASO’s in-house control of media, sales, and event production, plus a tech stack that includes data and advertising tools, indicates readiness for enhanced digital campaigns, data-driven sponsorship value propositions, and measurable ROI offerings for brands seeking performance marketing in sports.

Sustainability and Innovation The development of virtual tours and high-profile partnerships (e.g., with broadcasters and mobility brands) signals openness to innovative formats and sustainable experiences. Sales opportunities exist in virtual events, hybrid activations, and eco-friendly sponsorship packages appealing to brands prioritizing ESG.

Revenue and Partnerships Revenue range and active commercial partnerships across major tours (Tour de France, La Vuelta, Dakar) create upsell potential for merchandise, exclusive product collaborations, and hospitality experiences. Target potential sponsors and retailers aiming to reach cycling, motorsport, sailing, and running enthusiasts via ASO’s event ecosystem.