Brand & Story has been retained by Lidl-Trek, one of the world’s leading professional
cycling teams, to develop and implement a complete digital fan ecosystem.
Professional cycling has one of the world’s most passionate and globally distributed fan bases.
At the same time, the sport has historically struggled to convert that passion into
owned, direct fan relationships — data that belongs to the rights holder,
not to broadcasters, social platforms or race organisers.
Lidl-Trek engaged Brand & Story to change that. The mandate covers the full
Fan Relationship System — from Identity Layer and First-Party Data architecture
through platform strategy, content systems and commercial activation.
The goal: a scalable digital infrastructure that turns one of cycling’s most recognisable
brands into an organisation with direct, measurable fan relationships —
independent of algorithm changes, platform shifts or media contract cycles.
Identity Layer, First-Party Data strategy, platform architecture, content system design, monetization framework and operating model.
Lidl-Trek competes at the highest level of professional road cycling. The team’s fan community spans Europe, North America and beyond — with significant untapped potential for direct engagement.
The mandate begins with architecture — defining the data strategy, platform requirements and operating model before any execution starts. Infrastructure first, activation second.
„Professional sport has incredible fan energy. The question is not how to generate more reach — it’s how to capture and own the relationship that already exists.“
— Dr. Ralph Scherzer, Brand & Story
This mandate is currently in progress. Further detail will be shared as the work advances and where appropriate under the terms of the engagement.
If you are a league, team, federation or brand looking to build Owned Fan Relationships,
let’s have an honest conversation.
