When Valeo Foods UK, makers of Kettle Chips and Rowse Honey, became the official supporter of British Cycling, they realised that even when sponsoring a gold-medal winning machine, at its heart sport is about joy, writes Valeo Foods CMO, in his latest column for MAD//Insight.

When Valeo Foods UK, makers of Kettle Chips and Rowse Honey, became the official supporter of British Cycling, we knew we were joining a great sport and a winning organization. What we experienced was much more: we discovered a source of excitement, wonder and many positive emotions – a source of joy!

This partnership was never about high performance, getting bigger calves and massive kilowatts through the pedals. It was about supporting grassroots cycling, for anyone, anywhere and in anyway they want. For instance, we supported British Cycling’s summer of cycling, with hundreds of free ways to enjoy cycling – from local guided rides, club taster session, fun coaching and entry-level racing.

But then the joy of cycling kicked in. The enthusiasm the partnership created internally and externally was beautiful to witness – and its intensity unexpected. It was not easy to get there though. We were quite different in our approach – and late to the party. We focused on everyday grassroots cycling at a time when most brands in sport sponsorship were into high-performance, influenced by the Paris 2024 Olympics. Our print ad was a painting of a family riding in the English countryside, when most brands were advertising people sweating/struggling/winning/crying/performing.

We did not promise to change the world and pitch at a higher-level purpose, we just celebrated those special moments that a bike can be part of or enable: from a family ride where you reconnect and stop for a nice picnic (with Kettle Chips of course) to a ride in London to avoid the traffic and the tube that makes you feel that you outsmarted the system, to a mindful moment you deserve for your self-care.

Then somehow the joy of cycling ignited the plan. Without much prep, employees embraced the joy of cycling. The “Tour de Valeo” was created with team and individuals comparing the mileage they could clock over the summer (not the speed or the kilowatts), the Tour de Valeo photo gallery competition was filled with pictures of colleagues enjoying a ride with plenty of smiles, plenty of joy.

The brief: send a picture illustrating categories like Come on British Cycling!, Happiness is on a bike, Winning! (Pictures that capture that winning energy - whether it’s a race, a personal goal, or just the success that comes when you achieve something) or my first cycling memory. Our agencies and media partners  shared the joy too – creating warm, joyful content about cycling and even a couple of our colleagues joined a charity ride to Brussels for Grocery Aid with barely any training! Joy everywhere. And by the way the business had a good summer.

So what have we learnt from a last minute sponsorship deal with a gold-medal winning machine?

1/ Sponsorship is not about the logo on a shirt, it is about the values you associate yourself with

2/It is ok to play sponsorship differently to the established rules and codes (too many sweating, serious athletes who will supposedly change the world?)

3/ At its heart sport is joy (then it becomes other things incl. winning) – the joy of seeing your child riding away without stabilisers for the first time, your smile, their pride, this big hug is probably the only gold medal that matters.

Michael Inpong is the Chief Marketing Officer of Valeo Foods UK, makers of Kettle Chips, Rowse Honey and many family favourites.