Dimension Data: Reinventing brand perceptions at the Tour de France

Dimension Data, the information technology company, brought technical solutions to the Tour De France, which helped to communicate the company’s innovation capabilities and contributed to its USD526m sales pipeline.

Executive Summary

When Dimension Data became the Official Technology Partner of Amaury Sport Organisation (A.S.O.), the owner of the Tour de France, in 2015, it was our first major brand sponsorship investment. Having largely built our success as an USD 8 billion business through organic means, our brand was struggling to differentiate itself on value proposition alone in a highly-converging market-one dominated by competitors such as AWS, Google and Microsoft.

Our objective was to position ourselves as the technology partner of choice for companies transforming themselves in the digital age. Our marketing team knew they couldn't outspend our rivals through...

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