The category Rights Holder Award category honours those who have done exceptional work supporting sponsoring brands, hitting targets, and going out of their way in representing their own identity. The team won for their Tour of Your Life campaign, created in collaboration with the creative agency Pristop.

The idea for Tour of Your Life arose from the desire of all the team’s long time Slovenian sponsors to unite in one marketing campaign to offer cycling enthusiasts a chance to enter a world that is inaccessible to many. This prize winner experienced the life of the best cyclists in the world. The desire and idea was to have as many sponsors as possible in one marketing campaign, meaning synergy between them and as a result, a bigger campaign. In a remarkable collaboration, sponsors Fructal (drinks), Panvita (meat), MOL (Fresh Corner coffee), Hervis (a bike retailer) and Union (Union Radler Isotonic 0.0), joined together. In this way, we covered all our partners’ markets and gave visibility to their products through films recorded before and during the race.

The marketing campaign had several phases, starting with a teaser, in which we announced that we were searching for an assistant for Matej Mohorič at the Tour de France. During the second phase, candidates needed to send a video explaining why they thought they would be the best candidate. The final phase was to vote, and soon afterwards, the chosen entrant was ready to travel with the team to Firenze for the ‘Grand Depart’.

During the preparations and again at the end of the Tour, by being Matej Mohorič’s assistant, the prize-winner became familiar with all the pieces of the mosaic that make up the day of a professional cyclist. Judging by his reactions, he would undoubtedly have remained with the team forever in the service Matej!

When Mohoric himself found out that he was going to get an assistant, he was happy, even though he already has complete support in all areas from mechanics, nutritionists, masseurs, sports directors, therapists, physiotherapists, trainers and marketing experts! None of those are dedicated exclusively to him, as there are 28 riders in the team, of which 8 race a grand tour. Matej was delighted to able to offer his extensive knowledge and experience to his assistant Gal, who will have everything from these unforgettable days forever in his memory.

With the campaign, we created exclusive behind-the-scenes content from the Tour de France and provided in-depth content to a media partner without broadcasting rights, attracting a large number of cycling enthusiasts to the second screen.

The team is delighted to receive this SPORTO AWARD and would like to thank Fructal, Panvita, Fresh Corner, Hervis and Union for their continued cooperation and steadfast support.