Organisers have launched a new booking system that is easier and more efficient for brands to use. Thanks to an online, digital platform, brands can see their location within the festival, reserve the space, and pay for it in a completely online process.
As of 9 February, 2021, the festival has a total of 85 confirmed stands, which means 45% of the expo zone has already been sold. For this reason the RED zone (former zone A) and the PINK zone (former zone B) are no longer available for booking.
Brands that have confirmed attendance include Bergamont, BH Bikes, Bulls, Cannondale, Canyon, Corretec, Cube, Fischer, Focus, Ghost, Gobik, GT, Haibike, Intense, KTM, Lapierre, MMR, Megamo, Moustache Bikes, Orbea, Scott and Specialized. Additionally, an extensive bike testing programme is planned, in view of the high number of brands that have contracted the test management platform
Sea Otter Europe has a number of first-class sponsors for this 2021 edition. Most of these brands are renewing their contracts and continuing in their commitment to Europe’s Bike Show.
Continental is set to be the festival’s Title Partner and as Global Partner the brand will also be the sponsor of all the Sea Otters: USA (7–10 October 2021), Canada (July 2021) and Australia (1–4 October 2021), in addition to other events such as the Tour de France and La Vuelta.
Canyon, Sea Otter Europe’s Silver Partner, will be bringing an entire demo fleet including its renewed eBike fleet: Power:on Game:on, which will be available for testing during the festival weekend. Furthermore, Abus, supplier of the event’s official helmet, joins for the first time as a sponsor of the festival.
Cetelem, Sea Otter Europe’s Official Partner, will be offering consumer loans with favourable conditions for consumers, a very interesting option for anyone wanting to buy a bicycle in instalments.
Finally, A full refund will be provided in case of cancellation of the event, and the price per m2 remains the same as last year.