Face, the London-based owners of the Revolution velodrome series, is to use Aftermarket to manage brand concessionsThe deal will see Aftermarket developing brand presence at Revolution.
Revolution is the annual track series held at the Manchester Velodrome over the winter months. This year's event will be extra special because of the likely success of Team GB's cycling team at the Beijing Olympics.
“With great expectations hanging on the GB team at the Beijing Olympics, any kind of medal haul will place feverish focus on the sport of track cycling, during and post-Olympics” said Aftermarket's Matt Ward.
"We expect the Revolution series will only increase this fever, and once again expect the events to be a sell out. It is my vision that the Revolution brand can be extended further, across the series. People come to see the racing – the stars, the heroes and the celebs – but I feel that by bringing forward each events’ opening time by an hour, and by offering more for people to see and do at the Velodrome, the Revolution events can become real festivals."
Aftermarket will be responsible for a new expo area in the track centre.
“It will be exclusive and have a totally captive audience, with brands in an excited environment with absolute target consumers," said Ward.Article continues below
The concession packages will also include hospitality.
"There will also be the opportunity for new product launches, star signing sessions, exclusive Revolution giveaways and pre-event competitions," said Ward.
James Pope of Face said: “We are very excited to be working with Aftermarket and see it as an excellent opportunity to take Revolution to the next level.
"With the expansion of Revolution into Australia and a global series on the horizon the brand is growing. As part of this we want to make sure we are providing innovative new attractions to our audience and the expo area will definitely achieve this.”