Digital sports events with LaceUp – when one event becomes a whole season
By Philipp Avenell ·
2 min read
Traditional sports events often live off a single, intense moment. But what happens afterwards? With LaceUp, that energy can be extended – and a one-day event becomes a digital sports event that excites for weeks or even months. The result is hybrid sports events that combine the best of two worlds: the emotional on-site experience and flexible participation through digital channels.
A prime example is the Alpenbrevet Extended. What began as a classic cycling marathon became, thanks to LaceUp, a year-round event platform. Participants can ride the legendary Alpine passes individually, sync their GPS data and compare themselves with others – with no official start line and no fixed time slots. The human hunter-gatherer gets to experience the Alpenbrevet anew, again and again – whenever and wherever they want.
More activation, more reach, more community
In blue, website traffic of extended.alpenbrevet.ch; in red, traffic of alpenbrevet.ch
While the website traffic of alpenbrevet.ch used to concentrate around the event period, the Extended concept now generates constant presence and interaction across months. The community starts the season digitally in spring – and stays active until the next event.
"The Alpenbrevet Extended is a core component of our strategy to establish Andermatt as a road cycling destination," explains Hugo Farey, Head of Events & Activities at Andermatt Swiss Alps.
Participants become brand ambassadors: every completed route, every summit photo, every shared activity on social media becomes an authentic story that creates reach – not just for the event itself, but for partners and destinations too.
Value for organisers and partners
The concept strengthens community loyalty and delivers measurable benefits. 65% of Alpenbrevet Extended participants came into contact with the Alpenbrevet brand for the first time – a successful audience expansion. In addition, around 40% of participants stay overnight in the region, supporting the local economy and tourism across the entire pass season.
With LaceUp, a one-off event becomes a living ecosystem. Digital and physical worlds merge into hybrid sports events that offer year-round visibility, charge brands emotionally and bind participants for the long term.