Executive Summary

When Dimension Data became the Official Technology Partner of Amaury Sport Organisation (A.S.O.), the owner of the Tour de France, in 2015, it was our first major brand sponsorship investment. Having largely built our success as an USD 8 billion business through organic means, our brand was struggling to differentiate itself on value proposition alone in a highly-converging market-one dominated by competitors such as AWS, Google and Microsoft.

Our objective was to position ourselves as the technology partner of choice for companies transforming themselves in the digital age. Our marketing team knew they couldn't outspend our rivals through traditional digital marketing methods. They needed a braver and more creative approach for their brand communications to break through in a crowded technology services market.

We were also keen to create rich stories and experiences that would enable us to build long-lasting relationships with our clients. The partnership offered us a sport that was late to digitise and enabled us to bring our core value proposition to life. The Tour de France journey was all about transforming perceptions among prospects, media, and analysts, and through internal engagement, ensuring employees were part of the adventure too.