O2 expands Priority Sports with cycling deals

O2 has significantly expanded its Priority Sports loyalty initiative by signing deals with Halfords, Oakley and double Olympic Gold medallist Victoria Pendleton to offer customers cycling offers.

O2 Priority Sports Victoria Pendleton

The roster of deals extends the scheme, which launched with a “first of its kind” partnership with Nike in July last year, beyond offers for just the sportswear brand and the rugby tournaments and events involving the England Rugby Union team, which O2 sponsors.

O2 Priority Sports will offer customers a range of cycling-themed deals throughout June, including discounts on the Victoria Pendleton Halfords bikes range and 20 per cent off Oakley sunglasses.

The deals will be backed with a TV ad campaign, named “Joy of Cycling”, starring Pendleton riding her bike across town. The O2 Tracks app, which lets customers download the UK Top 40 and other selected playlists, will also feature Pendleton’s “top ten training songs” as part of the activity.

Mark Stevenson, head of O2 Priority and sponsorship, says: “We hope to encourage millions of people to get on their bike and have fun, whether that’s racing or for going out for a leisurely ride on a sunny day.”

Meanwhile, O2 is currently preparing marketing activity for the forthcoming launch of its 4G services this month, alongside the likes of Vodafone and EE which will be ramping up investment at this time following its headstart on launching a 4G service last year. O2 is also understood to be in talks with BT to support its renewed drive into mobile. http://www.marketingweek.co.uk/news/bt-to-return-to-mobile-market/4006644.article

Last week O2 announced Barclaycard CMO Nina Bibby is to become its consumer marketing director in November, following the exit of Sally Cowdry to Camelot earlier this year.