Podcast: How to build a cycling brand from scratch – Tour of America

Take a listen as the founder and president of the Tour of America Kevin Donovan talks with John Hartwell about how to build a cycling race brand from scratch.
Donovan is working to launch a multi-stage U.S. cycling race for the world’s most elite women cyclists, targeted to launch in the summer of 2019. The race will fill a void and meet the demands of women’s cycling, according to the event’s website.
“The opportunity that exists is significant: there is currently no women’s cycling event that parallels the men’s Tour de France – the most lucrative annual sports event in existence,” according to the event’s website. “It is our brand vision to establish this race as that counterpart. Our primary mission is to create the premier race that attracts the best women’s cyclists in the world year after year.”

Episode #8: Building a New Sports Brand with Kevin Donovan