Our Manifesto

1. The Ideology: Why We Exist

Between passion and lifestyle: The new era of cycling.

On one hand, cycling is pure passion and the fascination of professional sports – and at the same time, a huge leisure and lifestyle movement. But exactly between the two yawns a deep, structural gap.

Because a professionally marketed league is missing and traditional reporting stagnates, teams and partners suffer from a massive reach problem. Classic professional teams act as fleeting advertising spaces with no lasting brand value. Names change in rhythm with sponsor decisions, identification vanishes, money evaporates.

With Concordia Dresden, we break open this system. We are not building an exchangeable, mobile billboard, but a modern sports media project that combines both worlds.

The Billboard Dilemma: Why traditional professional sports lose

Traditional cycling suffers from three structural errors that threaten its future:

• The Sponsoring Trap: Professional teams depend almost exclusively on sponsorship income. Without significant ticketing income, merchandising sales, or TV rights distribution, the entire structure stands financially on clay feet. Each team is extremely fragile and has no second economic leg.
• The Reach Crisis: Continental teams (CT teams) are virtually invisible to classic TV channels and major mainstream media. Those who do not ride in the WorldTour do not take place in traditional reporting. Advertising budgets evaporate in the blind spot of the media landscape. Sponsors pay for visibility that hardly takes place in real life.
• The Loss of Identity: If a main sponsor exits or changes, the jersey design, team name, and entire brand image disappear overnight. Decades of fan culture evaporate in the rhythm of board decisions. In this way, no long-term brand understanding of a team can be built.

The Concordia Principle: A permanent brand

We refuse to play this game. The marketing lever of Concordia Dresden is a permanent brand. We connect professional racing with the creator economy and real, transparent storytelling.

• Home as an anchor, digital in orbit: We are firmly anchored in the sports city of Dresden and use this home for authentic stories, while activating a worldwide community via digital channels.
• Storytelling instead of logo placement: We do not sell silent advertising space. We integrate partners as native characters into an ongoing hero's journey. The honest ups and downs of elite sports become tangible for everyone.

2. The Culture: How We Tackle It

Our Strategy: Three equal dimensions

We do not believe in the classic separation of sports and marketing. Our strategy is based on three equal, mutually supporting pillars:

• Race (Sporting Strategy): Honest, hard athletic competition. The road is the stage where our athletes give everything to prove themselves at the highest level.
• Media (Media Strategy): Own high-class media production. We break through the blind spot of classic reporting by creating our own reach through vlogs, documentaries, and our own broadcast formats.
• Community (Collaborative Strategy): The human foundation. Spectators become real participants. We share the fascination of the sport at eye level and bring people together — on the road and digitally.

Our Value Basis

Four core values describe how you recognize Concordia — on the track as well as off it:

• Community: Spectators become participants. We do not build an isolated elite, but an open platform for everyone who loves this sport.
• Down-to-earthness: Approachable instead of high gloss. We stay on the ground, speak the language of the street, and avoid artificial PR bubbles.
• Transparency (The honest struggle): We show the unvarnished truth. The hard fight behind the scenes — the financial tightrope walk, the trembling for licenses, the frustration after crashes, the hard training in the icy winter, and the doubts. True identification arises from joint struggle, not from staged perfection.
• Persistence: Patient, sustainable build-up season after season. No quick flash in the pan for one season, but the foundation for a permanent sports project.

In the end, it is not the silent logos on the jersey that make this sport immortal. It is the stories that we write together on the asphalt. We are not building a monument to the past, but the foundation of the future.

The road lies ahead of us. Let's ride.