The Sickline Competitors
Each year, the adidas Sickline Extreme Kayak World Championship draws the best extreme paddlers from around the world to the famous Wellerbrücke rapids in Oetztal / Tyrol. 175 athletes, ages 18 to 47, representing no less than 26 different countries participate in the world class event, including paddlers from Brazil, South Africa, Argentina, New Zealand, Australia, Canada, USA, Russia and from all over Europe. The world championship in extreme kayak racing attracts the best paddlers from various disciplines, ranging from creeking, slalom and freestyle world champions to winners of prestigious extreme races. The start list resembles the “Who’s Who“ of the international whitewater community.
Ideal Platform for Sponsors
It is not sufficient that the message reaches the recipient – it must touch him emotionally to sink in! While the adidas Sickline Extreme Kayak World Championship is a top class sports competition that attracts the world’s best whitewater kayakers, it is also a highly successful media event, which makes it so attractive for sponsors. The competitors are young, dynamic and on average 25- 30 years old, but the intoxicating TV coverage appeals to an audience ranging from 8 to 80 years of age. The emotional brand attributes of the adidas Sickline are strength, power, dynamics, speed, flexibility, decisiveness, endurance, risk-proclivity, energy, smoothness and perfection. Whitewater kayaking is unique, fresh and unconsumed. With a fraction of other sport sponsoring budgets, companies can make a long lasting impact by associating their brand with a sport that is highly attractive on TV and broadcasted in news, magazines and sports formats around the world.
The pronounced goal of the Sickline organizers is to put their sponsors perfectly into focus in the environment of an intoxicating high-level sports event. To reach a high level of authenticity, each partner is ideally presented within his field of competence. The adidas Sickline branding concept is not off the peg but tailor-made and the result of a productive collaboration with sponsors. In contrast to advertising in a football stadium, branding at outdoor events on impassable terrain is always a challenge. Due to many years of experience with promotional material and excellent contacts to manufacturers the organizers have developed customized branding tools for the event, that effectively stage the sponsors without plastering nature, which makes the Sickline World Championship so attractive to the media.
The 6-member adidas Sickline branding crew has years of experience with positioning TV branding for best onscreen visibility. Due to the event-own TV production and global distribution the organizers are able to guarantee their partners maximum allowed visibility (according to restrictions of the EBU and other international TV networks) in the different TV products of the event. Onscreen branding at the adidas Sickline Extreme Kayak World Championship ranges from classic banners, logos on start gate, finish arch, buoys, exit wall, interview wall and award backdrop to start bibs, race clock, hot seat whirlpool or TV graphics that display the logo of the timing/ data sponsor (see right).
Please finde more information in our adidas SICKLINE brochure.