Message Training: Cannondale Bicycle Corporation
When the professional cyclist you sponsor is about to start competing again after a two-year suspension — you need to get your message right.
Ivan Basso, one of the elite cyclists in the world, admitted that he attempted to use blood doping to enhance his performance before the 2006 Tour de France. He was suspended from racing for two years. The Cannondale Bicycle Corporation found itself in the middle of controversy when its pro cycling team Liquigas signed Ivan Basso for a two year-contract.
Therese developed a message strategy that reflected the strengths of Ivan's commitment to compete with integrity and the value of Cannondale's support. The result: Ivan received overwhelmingly positive support from fans and media when he rejoined the competitive racing circuit three months later.
“Beale worked with us on Ivan Basso's return to pro cycling with Cannondale's Team Liquigas. Her approach resulted in clear messages that met our business goals and reflected the spirit of the Cannondale brand. Therese helped Ivan learn the principles of delivering a clear and concise message to the media.”
Matt Mannelly
Chief Executive Officer
Cannondale Bicycle Corporation