Alive Films & L’Etap Guide Front Jaguar Team Sky Work

A series of ‘Alive’ videos and blogs lie at the heart of Jaguar’s Sky Pro Cycling alliance 2013 campaign


The spearhead spot sees Team Sky riders Chris Froome, Geraint Thomas, and Edvald Boasson – Hagen tell Jaguar what really makes them feel ‘Alive’: from learning to ride a bike to summiting the highest mountains in the Tour de France; from euphoric victories to crushing defeats.



The videos are hosted on Jaguars cycling website, Facebook page and app – which, as well as the films, also include Instagram and Twitter feeds, a news service and competitions.


The platform offer consumers a chance to keep up to speed with Team Sky as they race through the cycling season by simply clicking ‘Like’ and subscribing to updates from the app so they don’t miss out on the latest news, content and offers.


One strand of the Jaguar Tour De France competition saw the auto marquee ask fans to show their support of Team Sky by tweeting a photo of themselves supporting the team using the hashtag #BehindTeamSky.


The incentives include not just VIP tickets to the Tour, but also the chance to have your picture ending up on as a mosaic on the bonnet of the Team Sky Jaguar in Paris.


The online platform also offer users a chance to find more information about the brand’s vehicles, to request brochures and to book a test drive – especially its XF Sportbrake model as used by Team Sky.


Indeed, when Jaguar signed its latest three-year global partnership with Sky Pro Cycling it coincided with the launch of the new XF Sportbrake.


Another strand of Jaguar’s 2013 Team Sky partnership sees the premium car brand produce a professional video-led guide to L’Etape du Tour.



L’Etape’ attracts over 10,000 entrants per year and enables amateur cyclists to test themselves against an official Tour stage.


The Jaguar initiative revolves around a video filmed on the 2013 L’Etape stage.


Entrants are given expert advice on technique and riding style by Team Sky rider CJ Sutton and Dario Cioni, one of the performance management team.


In addition, Head of Nutrition Nigel Mitchell shares vital tips on what to eat and drink before, during, and after the stage.


The guide covers everything from correct climbing and descending styles to creating professional nutritious snacks for the road. It aims to be the ultimate guide to help riders maximise their performance on the day.




Jaguar’s partnership has become a key part of Team Sky’s race operations. Its race fleet XF Sportbreak vehicles provide valuable support to the team during the races – carrying over £100,000 of cutting-edge cycling equipment on the roof alone.


The cars also act as the ‘nerve centre’ of the team on the road from where all vital strategic and split second tactical decisions are made.


Team Sky was seeking a vehicle capable of delivering space, performance and a practical and comfortable environment in which to work and store vital pieces of equipment to allow the team to operate effectively.


XF Sportbrake’s self-levelling air suspension at the rear and substantial 1,675 litre loadspace allowed it to meet Team Sky’s exacting requirements.


Jaguar certainly stands out on the Tour – both because most other  teams utlise the official title sponsor Skoda vehicles provided and also because of Team Sky’s GC winning performances on the last two Tours.


Of course, Sky Pro Cycling’s revolutionary approach to bike racing – focusing on innovation, fresh technology and its marginal gains theory – also fits neatly with Jaguar’s hi-tech and premium design philosophy.


‘We know that our involvement in the rapidly growing sport of cycling and our support of Team Sky resonates strongly with new and existing Jaguar customers,’ says Geoff Cousins, Jaguar Global Director of Sponsorships. ‘Team Sky and Jaguar have similar ambitions and objectives and furthermore, the values of the team fit well with our human performance and Alive themes that sit at the heart of the Jaguar brand. We wish the riders the very best of luck and look forward to celebrating their successes over the coming years. ‘


‘We are delighted to continue our partnership with Jaguar. Over the past two years Jaguar has provided the team with fantastic support and we very much look forward to putting the new XF Sportbrake through its paces,’ says Sky Pro Cycling Team Principal Dave Brailsford. ‘I am confident it will play an important role in the team’s success this year by providing a fast, high performance and comfortable race support car.  It provides the perfect environment from which to direct race operations when we’re on the road. The fact that it looks stunning too will make it the stand out car behind the peloton.’’


By using the ‘Alive’ big idea as the core of Jaguar’s Team Sky activation, the brand ensures it dovetails neatly in look, feel, message and objective with its global marketing.


The ‘Alive’ global concept was originally launched as Jaguar’s brand big marcoms idea in 2012.


The marketing aims to lock in on Jaguar’s visceral connection with buyers: positioning the brand as animate, seductive, emotional, unique, energetic and high-performance.


It asks consumers ‘How alive are you?’

It is supported through TV



and print ads, web work, as well as at events, experiences, celebrity ambassador partnerships (such as with Benedict Cumberbatch



and sponsorship.




Jaguar Cycling Facebook



Jaguar Website



Team Sky





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