Red Bull Junior Brothers
Fusion Media was tasked with generating awareness and promoting the Red Bull Junior Brothers global talent scouting program, aimed at identifying and nurturing the next generation of professional road cyclists.
Targeting young athletes competing on virtual platform Zwift , the campaign focused on maintaining momentum across key milestones, attracting media attention, and encouraging participation from aspiring athletes worldwide.
2023 Summary
In 2023, Red Bull and BORA-hansgrohe launched the Red Bull Junior Brothers program, a global talent scouting initiative designed to discover young professional road cyclists. Participants competed through Strava and Zwift from February to May. Fusion Media implemented a global PR campaign focusing on three key moments: the scheme announcement, a media ride-out camp at BORA HQ, and the winners’ announcement.
The campaign achieved:
24 pieces of coverage with a reach of 55M for the initial announcement.
A media ride-out camp generating 8 pieces of coverage with a reach of 27.6M.
21 pieces of coverage for the final announcement, reaching 94M.
Journalists were given exclusive access to BORA's HQ and WorldTour team insights, with all coverage crediting Red Bull Junior Brothers and driving sign-ups.
2024 Summary
In 2024, Fusion Media continued to promote the Red Bull Junior Brothers program, this time focusing on athletes competing on Zwift from March to April. The PR strategy centered on three key pillars: the scheme announcement, finalist announcement, and winners' announcement, alongside ad hoc interview opportunities throughout.
The campaign resulted in:
45 pieces of coverage for the initial announcement, reaching 21.2M.
7 pieces of coverage for the finalist announcement, with a reach of 25.3M.
32 pieces of coverage for the winners’ announcement, reaching 11.2M.
Additional interview opportunities reached 3.7M, with each piece of coverage directing audiences to the program’s sign-up process.
Hero Media Coverage
Hero coverage secured includes; Eurosport, Daily Star, Cycling Weekly, GCN, Road.cc, Cylist, Bici Pro, Renrad News, Le Cycle, Delfi Sports, Tutto Bici, ToDo Mountain Bike, Wielerflits, VeloMore, Pez Cycling
145
Pieces of Coverage Overall
360.7m
Media Reach (million)