WHOOP’s campaign with the Giro d’Italia has been named as the Sponsorship of the Year at the European Sponsorship Awards.
The brand took home the Best Media Sponsorship award for their campaign around the 2022 Giro d’Italia Grand Tour; in partnership with Eurosport.
WHOOP is based out of Boston, but announced its international expansion from Dublin in 2021, and is now reaping the benefits.
Global Marketing is now led from Ireland, with campaigns and initiatives being driven by the team led by Brian Curtin, formerly of Revolut, Fitbit and O2 Ireland; Pippa Doyle, once of Littlewoods (Very) and an alumni of the Sport for Business PwC 30 Under 30; and Ronan Jones.
WHOOP is a wearable fitness and health coach that provides personalised, actionable insights via a wrist wearable and companion app. Through the pillars of Sleep, Strain and Recovery; WHOOP gathers data across multiple metrics including heart rate variability and respiratory rate. Among its fans are Rory McIlroy, Katie McCabe and Virgil Van Dijk.
The European Sponsorship Awards were a huge success for Ireland and you can read about all our wins here.
The WHOOP x Giro d’Italia campaign featured a never-before-seen tech execution with pro-riders WHOOP data being streamed in real-time during the Eurosport broadcast daily, across pan-Europe, for the duration of the 21-day race.
The sponsorship was then further brought to life with an integrated campaign, across all WHOOP marketing channels; both paid and organic. The ATL support comprised more than 500 30’ sports and 15’ stings across Eurosport, rotating 3 pieces of bespoke cycling-focussed creative.
“We’re thrilled that WHOOP has won not only Best Media Sponsorship, but also Sponsorship of the Year at this year’s European Sponsorship Awards,” said Briain Curtin, VP of Global Marketing.
“Our expansion into international markets has been very successful, and the Giro d’Italia x Eurosport campaign supported this in a big way.”
“To be recognised among the best of Europe is a first for the brand, and something we’re very proud of.”
