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Richard SpieringsMore information
thenamegame.teamjumbovisma.comA challenge with a huge impact
Cycling is unique in its commercial model, where sponsors are part of the team name. However, establishing a new team name can take significant time due to the deeply ingrained old team name.
To address this challenge, we launched The Name Game on behalf of Team Visma | Lease a Bike. This challenge tasked commentators and podcasters with pronouncing the new team name as accurately as possible during the Spring Classics, to maximize the sponsorship value for Visma and Lease a Bike.
We analyzed TV broadcasts and podcasts using AI to assess and rank the accuracy of the team name pronunciation. With success... Before the campaign, the team name was pronounced correctly 33.4% of the time. During the campaign, this accuracy rose to an impressive 69.8%. Mission accomplished.
The Name Game received widespread acclaim on the international stage, including nominations for a European Excellence Award and a European Sponsorship Association Award.
