PULLMAN, Wash.— In 2018 METER Group, Inc. USA announced a new initiative by sponsoring pro cycling team Wilier Triestina — Selle Italia. Wilier Triestina — Selle Italia is headed by two iconic men of Italian cycling, Filippo Pozzato and Jakub Mareczko. Jakub Mareczko already brought home the third win for the 2018 season by taking the fourth stage of the Sharjah Tour 2018 in the United Arab Emirates.
We asked our Director of Marketing, Christian Hertel, a few question about pro cycling and its connection to METER Group.
Why did METER Group—a scientific instrument company—choose to partner with professional cycling?
“A segment of our customers make sports nutrition products. They’re focused on delivering precisely what the athlete needs to fuel a great performance. In turn, at METER we’re focused on delivering exactly the instruments that our customers need to produce that kind of high-performance product.”
What kind of markets is METER Group targeting with this sponsorship?
“We’re targeting sports nutrition brands, and also connecting with many of our customers that see themselves serving the sports nutrition market. This market is growing fast as many recreational athletes and people who want to live a healthier lifestyle seek out sports nutrition products.”
Why did you choose cycling specifically?
“With our merger two years ago, we wanted to target something with appeal both in the US and European markets. Cycling is perfect for that. We have customers and potential customers in the US and Europe who are engaged with cycling.
“Also, cycling is an individual sport that is all about teamwork. At METER, we have a tradition of collaborating with our partners, building products that empower them to meet formulation and manufacturing challenges and deliver the high-performance products their consumers rely on. Cycling reflects these core values of partnership and collaboration.”