Why Perth startup Cycliq’s signed pro cyclist Caleb Ewan as a brand ambassador for its world-first bike camera

Perth-based tech startup Cycliq has signed a sponsorship deal with professional road cyclist Caleb Ewan, making him a key brand ambassador for their world-first HD cycling camera and tail light.

Cycliq funded the development of its Fly6 and Fly 12 devices after a successful Kickstarter campaign in 2014, and the company listed on the Australian Stock Exchange last December.

Its products are sold in almost 50 countries, with the company recently adapting its distribution model to allow it to operate primarily through online portals rather than via distributors. This means its online presence is crucial.

Cycliq co-founder Kingsley Fiegert says the sponsorship deal with Ewan, who recently took out one of the stages of the Giro D’Italia race in Italy, will help leverage the brand name even further.

“It’s all about awareness — because our particular product produces such rich content it’s an easy medium to share,” Fiegert told StartupSmart.

The visual nature of the product means it is ideally positioned to create sponsored content, as the HD camera could capture “all the aspects of his [Ewan’s] riding”, says Fiegert.

Finding the right fit

Finding brand ambassadors has been key for Cycliq’s growth, and Fiegert says the team looks at “getting the right mix of people speaking to our ideal clientele” when deciding on an ambassador.

“With someone like Caleb he can share what he’s doing on Instagram and Facebook feeds with his fans.” Fiegert says. 

By adopting brand ambassadors throughout Cycliq’s journey, Fiegert says the startup has seen “a direct correlation” between sponsorships and increased sales, but admits “one of the challenges” of this form of marketing is measuring such outcomes. 

“There’s no exact science to it, as far as commercial returns are concerned,” he says. 

He also notes brand ambassadors can be inherently risky, but says it shouldn’t pose a problem for businesses if they have the right cultural fit with the company.

“You need to find ambassadors that get your product and are aligned with the ideal customers that buy your products,” Fiegert says. 

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