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20.12.2006/ Team Milram’s first year in professional cycling has come to an end. Now it’s
time to review once again how the team performed, and the results it achieved during its first season. How successful was
the ProTour debut? Were the athletic goals achieved? What is the potential for improvement for next year? How does the main
sponsor Milram view the first season? Gianluigi Stanga (Team Manager), Gerry van Gerwen (Commercial Manager), Martin Mischel
(Nordmilch AG Board Member, Marketing and Sales) as well as Erik Zabel and Alessandro Petacchi responded to these and many
other questions. One final opportunity to take stock before Team Milram heads into the 2007 season in January with new motivation.
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| Erik Zabel and Alessandro Petacchi at the Cologne classic (picture: Cyclingheroes) |
The official 2006 season is now over. In retrospect, how do
you view Team Milram’s 2006 season?
Martin Mischel:
As the main sponsor, together with the team,
we set ambitious athletic goals for the first season. As many stage wins as possible, the green jersey at the Tour de France
for the best sprinter and a ranking amongst the top ProTour teams were meant to provide a good debut for Team Milram. Alessandro
Petacchi was supposed to take at least 20 wins and continue the performance he had shown in the previous season in a consistent
manner.
With a total of 88 spots amongst the Top 3 (1st place: 24, 2nd place: 29 and 3rd place: 35), we can be satisfied
with the first season, from an athletic pint of view. The tactic of working with two top sprinters on the team turned out
to be a guarantee for success. But of course, even more than this was possible, which was demonstrated by the good teamwork
between Zabel and Petacchi and the other members of the team at the end of the season, at the Vuelta a España. So we’re
on the right track. This makes it all the more regrettable that Alessandro Petacchi was out of action from June on, as the
result of a collision at the beginning of the Giro d’Italia, which also meant that one of our hopefuls in the fight
for a lot of stage wins at the UCI ProTour races was also unavailable. Team Milram also showed itself in a very positive light
at the season's main events: Erik Zabel, one of our stars, performed consistently well and was often near the front of the
pack at the Tour de France, thanks to the very good work of his team-mates. Finally, after several close finals, he placed
second overall in the best sprinter rankings. Unfortunately, at the Vattenfall Cyclassics, he missed out on victory by just
a few centimetres. At the Tour of Germany he was even able to conquer the overall leader’s yellow jersey for one stage,
and then managed to take the red jersey home, as the best sprinter overall.
But our captains Erik Zabel and Alessandro
Petacchi were not the only ones who made a good showing individually and collectively. Young riders such as Christian Knees,
Ralf Grabsch, Björn Schröder and Marco Velo were impressive, in spite of the fact that they were riding in their first Tour
de France this year. The new “shooting stars” always left a good impression at the Tour de France both as a team
and as part of numerous breakaway groups. Christian Knees also won the German classic “Rund um Köln” to the cheers
of enthusiastic fans, thereby scoring Team Milram's first victory on German soil.
In summary, the founding and establishment
of Team Milram was very successful across the board. The team has already developed a good team spirit, and they show themselves
in an absolutely positive manner at important cycling events in 2006. Unfortunately, we were not entirely successful when
it came to claiming a ranking amongst the top ProTour teams at season's end. We will now work towards having a successful
second season, so that we can achieve this goal as well.
Gianluigi Stanga:
It wasn’t the luckiest
season for us, because Petacchi suffered a bad fall during the second stage of the Giro d’Italia, and was out of action
for a long time. Nevertheless, the season wasn’t bad, with a total of 24 victories, 29 second places and 35 third places.
In addition, we came in second at the World Championships, second at Milan-San Remo and Cyclassics, third at Ghent-Wevelgem
and second at the Italian and German Championships.
Gerry van Gerwen:
As far as Team Milram goes, we can
look back on a good first year as part of the ProTour. We quickly managed to earn an excellent reputation as a professional
“gentlemen’s team”. Team Milram also showed itself to be a very open team, and displayed a great deal of
transparency in its functioning – at every level.
Of course, there are cultural differences on our team between
the Italians and the German riders, but the feeling of trust and confidence in one another is steadily growing amongst them.
Communication with one another is still a weak spot, but we’re working on that: we’re tying to use English as
the main language on the team, which isn’t a problem for the German riders.
Erik Zabel:
I think the
first year was a successful year for Team Milram, especially when one considers that we first had to find our way to becoming
a team. In the meantime, we’ve bonded well, and our total of 24 victories and 35 third places is really quite respectable.
Alessandro Petacchi:
I think it was a good year, especially when you consider that it was the first year
for Team Milram. Of course, it’s a pity that I had such bad luck in terms of my injury.
Mr Stanga, Mr van
Gerwen, do you see potential for improvement?
Gianluigi Stanga:
Yes, I do. We need more time, in order
to grow together.
Gerry van Gerwen:
Of course we can improve next year. If Alessandro Petacchi and Erik Zabel
are in good training form, then we can win 25 races – including races in the highest category. We also expect a great
deal from Mirko Celestino, and our new rider Igor Astarloa, the 2003 World Champion. Both have the ability to win high-profile
races.
And let’s not forget our discovery from 2006, Christian Knees. He surprised us all, and I think that he’ll
be able to do it again in the next season.
Were the goals that were set at the 2006 team presentation achieved,
both athletically as well as economically?
Gerry van Gerwen:
The athletic goals that we outlined at the
2006 team presentation were unfortunately only partially achieved. We expected to have more wins at important races. Team
Milram needed 25 wins, including a win at a one-day ProTour race, and at least a stage win at each of the big races (Giro
d’Italia, Tour de France and the Vuelta a España). Unfortunately, that didn’t exactly happen. We have to take
Petacchi’s long absence this season, due to injury, into consideration. Also, Erik Zabel often unfortunately took second
or third place on the podium, instead of taking first place.
But: Team Milram’s presence good, so that the team
was able to get a lot of press attention. This also had a direct impact on consumers in terms of the Milram brand, apart from
cycling: The unsupported sponsoring awareness for Milram in Germany is already at 25%. This is a very respectable result for
the first year.
Alessandro, you had a strong start at the beginning of the year and won a total of 13 races for
your team. Unfortunately, you had to take a long break, as the result your crash at the Giro, and you weren’t able to
attain the goal of 20 victories. What is your personal summary of 2006?
Alessandro Petacchi:
I won 13
races. The goal for our team was 25 wins, so we almost achieved the goal and with a bit more luck we would have been able
to win more than 30 races. We’re hoping for more next year.
| Cologne Classic 2006 |
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| Christian Knees won the first German race for Milram (picture: Cyclingheroes) |
Erik, as the World Champion runner-up, with 3 wins, 10 second places and 13 third places you had
a good season. How do you see it?
Erik Zabel:
I’m just happy. I still feel the ambition within
me, and the first year with my new team brought me one step further as a pro.
Mr Stanga, Mr van Gerwen, in your
opinion which of the young riders developed the best during the 2006 season?
Gianluigi Stanga:
This past
year the young riders didn’t yet show what they are really capable of. We expect still more of them. I think riders
like Grivko, Diudia and Siedler will be even better next season.
Gerry van Gerwen:
As I already mentioned,
Christian Knees was in good form, but Björn Schröder also proved that he’s strong. Next season, you should keep your
eye on riders like Sebastian Siedler, Volodymyr Diudia from Ukraine and Sergio Ghisalberti from Italy. They showed some promise
last season.
Which one of your team-mates made an especially good impression on you?
Alessandro Petacchi:
Erik
Zabel impressed me with his directness and professionalism. But the young Volodymyr Diudia also showed that he’s very
strong.
Erik Zabel:
Alessandro Petacchi impressed me a lot. I think that our teamwork functions so well because
we're similar, and have a few characteristics that are comparable. Perhaps it’s also the composure and serenity which
bind us together. On top of that, Alessandro is very dedicated when racing, for himself and for his team. I like that a lot.
But Björn Schröder and Christian Knees also impressed me a lot. Their aggressiveness at races such as the Tour de France showed
that they’re strong in more ways than just their legs. They have their heads and hearts in it as well.
What
can you say about collaboration in the team?
Martin Mischel:
The teamwork between all of the members
of the team is very good. The problems communicating at the beginning were quickly resolved by using English as the team language.
Also, a lot of the German riders speak some Italian now. The coordination amongst the riders during the races has also reach
a plateau, which was clear most of all during the individual stage wins at the Vuelta a España. On the whole, the team worked
very professionally, and they are well attuned to one another. A professional teamwork between the team, the team management
and MILRAM also adds to the general good atmosphere on the team.
What are your goals for Team Milram next season?
Gianluigi
Stanga:
The goals for next season are the same as those for 2006: We want to win stages at the big tours. In addition,
we want to secure victories at Milan-San Remo, the Vattenfall Cyclassics, Gent-Wevelgem and the World Championships in Stuttgart.
Alessandro,
Erik: what are your plans for 2007?
Alessandro Petacchi:
Basically, they are the same as the ones for
the 2006 season. I’d like to be successful at Milan-San Remo, the big multistage races and the World Championships in
Stuttgart.
Erik Zabel:
I wouldn’t change all that much. Alessandro and I, of course, want to try again
to win Milan-San Remo. Winning there would be a dream come true. Apart from that, I can only say that I’ve noticed that
I ride more consistently during the second half of the season than before.
If I had won the World Championships, then I
wouldn’t have had it as a goal for next year. Without a goal, I’d be a rider without a purpose. Maybe it was better
that I didn’t win. I still haven’t won a medal at the Olympic Games, nor have I won the World Championship. That
keeps me going.
Eight riders have left Team Milram and five new riders have been added. What is the goal for the
new team line-up?
Gianluigi Stanga:
The new riders will prove themselves in the races. Lancaster is strong
in time trials and can also set up the sprints well for Petacchi and Zabel. We’re betting on Astarloa at the spring
classics, and Terpstra, Schwager and Sieberg are also good riders.
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| Marcel Sieberg will join the Milram squad in 2007 (picture: Cyclingheroes) |
Alessandro, what do you expect of Team Milram’s new recruits?
Alessandro
Petacchi:
I hope that they will do a good job for the team and that we can win a couple of races with them. Astarloa
is strong in the one-day races. Lancaster, on the other hand, is strong in time trials and will be able to set up the sprints
well. The other riders are very young. We’ll see!
Erik, what do you expect of Team Milram’s new recruits?
Erik
Zabel:
I think Igor Astarloa will show his strengths at the one-day races and he’ll manage to claim a couple
of podium spots there. Brett Lancaster, on the other hand, will surely be a big help in terms of setting up the sprints and
will prove his worth in the time trials. I’m especially excited about seeing the up-and-coming riders. I’m sure
that we’ll have one or two positive surprises.
Mr Stanga, what exactly are you expecting of Igor Astarloa?
Gianluigi
Stanga:
As I’ve already mentioned: We’re betting on Astarloa at the difficult spring classics. He won a
World Championship and also the Fleche Wallone. This already shows that he’s a good rider.
How much influence
do you have as the main sponsor on the athletic direction of the team?
Martin Mischel:
As the main sponsor,
we are in constant contact with the team management. Many decisions, even athletic decisions, are made together at the advisory
board meetings. We pursue the same goals on behalf of the team, and we work hand-in-hand when it comes to making decisions
for the team. It goes without saying that there is good teamwork between the sponsor and the team. A prerequisite for this
is mutual respect for each other’s specialised competencies.
What was the effect of Team Milram’s first
year in terms of brand awareness?
Martin Mischel:
In the first year of our sponsoring activity, we were
able to achieve 30,000 publications in German print media and 10 hours of TV presence, which represents the media equivalent
of 50 million euros. Our package of measures also worked very well, and ensured significant media presence. This media presence
also supported an increase in brand awareness for MILRAM. One fact underscores this particularly well: The unsupported sponsoring
awareness, after the season, is now 25%.
Were you able to see an increase in sales as a result of this sponsorship?
Martin
Mischel:
Our sponsoring commitment is defined within our communications strategy as an instrument for getting attention,
and it therefore fulfils a very specific task in terms of Milram branding. As a result, the sponsoring activity has an effect
on the “awareness” variable in the brand triad of awareness, popularity, use. It’s a long road from awareness
to popularity to use. Brand awareness is an important variable in this, but unfortunately it’s not the only one that
influences sales growth. Added to the brand triad are also other factors, such as distribution and competition, which also
influence sales. A direct relationship between sponsoring and sales growth would be nice, but it’s hardly possible de
facto.
Should Team Milram continue to be used for brand activities?
Martin Mischel:
For us,
the sponsoring commitment is more than just a simple logo presence. Our goal is achieve the maximum amount of attention for
our Milram brand through sponsoring. In addition to establishing the commitment and the team, we are working intensively on
integrating the team more into our brand activities in the coming year. We are of the opinion that this helps the riders,
the team and us, of course, to attain our goals. But we’d rather not reveal too much, just yet.
Did the
doping scandal have any impact on sales of Milram products?
Martin Mischel:
No, the doping scandal did
not affect Milram product sales. Milram’s success is based on freshness, naturalness and authentic taste. These success
factors are transferred to Team Milram. In Team Milram, cleanness, natural performance and athletic fairness form the basis
for dealing with one another and with the competition. No form of doping is conceivable in the context of our good dairy products.
For that reason, there has been one clear rule since the existence of the team: “Anyone taking drugs is out!”
We have always communicated this clear position.
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