Leading Sports and Media, a Cardiff based sports promotion and digital marketing company that provides commercial development for professional cycling races and teams, is very proud to announce it has secured substantial investment towards the Lead Cycle Tour (LCT) Euro Cup series of races it has planned to start in 2019.
Over 300 professional road cycling races take place in Europe annually attracting millions of spectators. Historically, there is an under capitalization on the advertising, sponsorship and merchandising opportunities created from this spectator interest. Founder of LSM, Eifion Weinzweig, a former professional racer previously based in France but from South Wales, realised the opportunity, and secured the business rights to 20 of the top races. An innovative commercialisation model, which will be known as the Lead Cycle Tour (LCT) Euro Cup, was developed and quickly attracted the attention of professional cycling’s governing bodies. However, the company required investment to exploit the opportunity.
Initially, working with Cardiff based early stage investment specialists, Severn Seed Finance (SSF), a strong funding proposition was developed. This has attracted investment from London based Start Up Funding Club (SFC) and one of SSF’s angel investors.
Leading Sports and Media Managing Director, Eifion Wienzweig, commented: “In today’s financial climate we are seeing a general toughening up of the circumstances wherein sponsorship or investment is available for new ideas and projects. Therefore, we are more than happy that our forward-thinking plans have been enthusiastically accepted by our investors as a new look and potentially the future of international cycling races. Severn Seed Finance had the expertise we needed to develop our business plan and investment proposition. Having approached SFC and presented at their pitching sessions they agreed to come in with the core investment alongside one of SSF’s angel investors.”
David Maas Founder of Severn Seed Finance said, “Eifion’s knowledge and experience of the professional cycling industry is second to none. We were delighted to be able to assist him to develop his ideas into an attractive business and investment proposition, and help him raise funding.”
Joseph Zipfel from SFC commented: “SFC is very pleased to invest in LSM through its SEIS fund and angel network. LSM represents the type of business that we look for: an innovative model in a market ripe for disruption and led by a strong and experienced management team. One of the SFC angel investors will take an active role in supporting the business and we look forward to the successful launch of the LCT Euro Cup.”
Wienzweig further noted: “We will be launching the Lead Cycle Tour (LCT) Euro Cup very soon, when the full, very exciting details for 2019 will be announced. We will be creating a far more attractive proposition to sponsors which will help to fund and provide more sustained longevity to many races to continue their ongoing legacies and create far more favourable financial conditions for newer races. The initial races will take part in Spain and Italy in the Spring and early indications are that the commercialisation model is proving popular with local business in the race regions and initial sales will be ahead of target.”
The Company has established a new office base in the Apollo Business Village, Aberkenfig, Bridgend and is in the process of recruiting new staff.