In 2012, Cycle for Survival was a fast growing and uber successful national indoor spinning campaign at Equinox gyms that raised funds for rare cancer research at Memorial Sloan Kettering. As fundraising dollars were increasing year after year since the inception in 2007, a true sponsorship program was lacking, especially in key categories that were becoming a significant burden for the organization.

Strategy:

WCPG advised Cycle For Survival on a partnership engagement strategy initially within the merchandise and apparel category to find a partner to help service and streamline the challenge of substantial increases in participants on an annual basis.

WCPG packaged up merchandise needs, price points, units, alongside marketing assets and then went out to the marketplace across two dozen targets that spanned across marketing and CSR related departments within brands.

Result:

New Balance was announced as the first event official apparel partner of Cycle for Survival in 2014 outfitting the near 40,000 participants in New Balance gear as well as creating a cause product cycling shoe with proceeds going back to Cycle for Survival.  Additionally, WCPG also helped strategy and lock in additional partners such as SmartWater, and most recently, Tag Heuer, for the fastest growing athletic fundraising event in the country.  Cycle for Survival has raised over $260 million since its inception in 2007, $40 million in 2020 alone, and 100% of all funds raised go to benefit rare cancer research at Memorial Sloan Kettering.