The digital world is also becoming increasingly important for marketing in cycling. With our Cycling Circle brand, we would like to access new marketing potentials for the long term. First, the focus is on micro-sponsoring, which operates in a similar way to partner formats for German Bundesliga soccer teams. Second, an online marketing platform will be developed with which many cycling rights holders – and therefore regional target groups – can be reached with a minimum of stray losses. Automated processes play a central role in creating new possibilities for media and sponsorship planning.