What sponsoring a professional women's cycling team has done for Cardinal Partners

Just like any other B2B professional services firm, Cardinal Partners experiments with a wide range of digital marketing tactics to see what gets traction with people like you.

We craft newsletters, share presentations, tweak websites, and network on the socials. In days past, we’ve relied on newspaper “tombstones” announcing our deals, joined affiliations and led clubs.

But the one experiment we’re most proud of is also the most unusual: In 2021, Cardinal Partners sponsored a top women's cycling team.

Cycling teams have long been thought of as "rolling billboards", and the Cardinal Classic Cycling Team is one of the top-ranked women's elite teams in the Southeast. Larger races receive tens of thousands of online viewers. Our logo shows up on cycling shirts and shorts, with each “touch” boosting the likelihood of brand recognition after each race. And with over 20 podium finishes in its first season alone, you could say this was a gold-medal investment.

"How,” questioned one of my industry peers, “can we quantify the impact of our investment in this unusual marketing buy?" Cardinal Partners aimed to take a broader view of exposure. “Here comes the Cardinal Classic!” might sound nice, but will it bring in new clients?

Possibly. Our sponsorship benefits our branding efforts in three ways:

Representing the attitude of Cardinal Partners. Let's face it: the public impression of the commercial real estate business isn't exactly favorable. In fact, according to a RICS study, just 27 percent of people surveyed had a favorable opinion of the sector.?

Cardinal’s investment in cycling helps establish our image as more than just another broker. Our cycling partnership extends beyond branded cycling outfits. In comparison to men's sports, women's sports are often underfunded, and it’s important to us that we contribute to the leveling of the playing field. We’re helping with outreach to new and young riders, developing seven promising female racers, and collaborating with a burgeoning sport.

Our reasons for supporting reflect our character, just as our company extends beyond real estate. We complete our brand and show our beliefs with more than just CRE strategy and deal-making.

Cardinal Partner's brand is well represented. Cardinal Classic races in brightly colored Lycra skinsuits with our emblem and colors. The design is striking. Our bright red brand is out front on the rider's jerseys and all of their bling. These riders are incredible!

Our company's logo promotes agility, cooperation, and quickness. Bicycle racing involves planning, collaboration, and grit. Cardinal puts forth a lot of effort to compete in a competitive industry, so it makes sense for us to use these positive, aligned characteristics to bolster our brand and self-image.?

Women's cycling has a particular personality. Racing is a lot of fun and a challenge. Emotion, smiles, and laughter blend with race intensity to create a real fellowship. There's a vibe. Pictures on our website and in presentations add a little individuality. We can all apply a little of the Cardinal Classic mindset to our self-perception.

So how can we measure the influence of our spend on our brand and visibility? “Indirectly,” I say.

First, we observe increased social media engagement when actively engaging our fans with cycling team news. Retweets and LinkedIn views increase. We can use fantastic photographs of our racers in their Cardinal Classic apparel in our marketing. We know we're reaching potential clients since most of our social media followers work in the commercial real estate industry.

Our Google credibility and trust scores have also improved, directly impacting our search engine positioning. Current search methods rely on trustworthiness, and Google likes it when people show interest in you.

Second, the program is recognized by customers. Many of our “friends of the firm” mention the cycling team. “I noticed the press release about the cycling team - wonderful stuff!” an important CEO client said over the phone. “I used to ride bikes, and I love that you support the cycling team.” But, again, this is because we have a personality that goes beyond “what we do” into “who we are.”

We have a client who has their in-house legal department located in Manhattan. Their Chief Counsel is a serious individual who, although we have worked together for years, we have never gotten to know each other on a personal basis. After announcing the team, I got a call from him to say that he had three daughters, all of whom were athletes, and he thought that what we were doing was "awesome."

Finally, the cycling community closely watches our team's press releases and social media activities. Due to its sponsorship and support of women's cycling, Cardinal Partners has gained followers from world-class cyclists, cycling media, cycling teams, and bicycle stores around the country. Each social share expands our reach to cyclists in our commercial real estate markets.

Building a brand means identifying new sources of impressions and activities orthogonal to your sector. Our brand is our reputation, image, and personality—it’s as vital to our company’s success as our strengths and differentiators in real estate.

Maybe cycling isn’t such a bad investment after all.