From cycling to the Football World Cup: STG brings sport to life for employees and customers with Tifogame

At STG (Sanitair Technische Groothandel), the cycling season is about more than sponsorship: it is about the experience. With Tifogame, STG brought the excitement of the Baloise Belgium Tour and the spring classics directly to its employees and customers, on two separate, secure competition platforms.
The result: enthusiastic participants, team spirit and a sponsorship people could experience for themselves.

The challenge

STG is a leading Belgian wholesaler in HVAC, sanitary equipment and heating. As a proud sponsor of the Baloise Belgium Tour, the company wanted to share its passion for cycling with the people who make STG strong: its staff and customers.
The brief for Tifogame: create a fun, secure competition in which both groups could take part, each on its own platform.

The solution

Tifogame developed two completely separate, private online game platforms:

• one for STG employees
• one for STG customers

Both groups could predict cycling results, test their knowledge and compete for attractive prizes. The platforms reflected STG’s branding and were linked to its cycling sponsorship.

The results

Greater internal engagement
The project created a positive atmosphere among employees and strengthened their pride in STG’s sponsorship. Cycling became something tangible that everyone could look forward to together.

Stronger customer relationships
The customer edition added momentum to commercial relationships, offering an accessible way to enjoy sport together.

And they are keen for more: STG is taking part again for the 2026 World Cup, using the same approach with separate employee and customer competitions. They are already looking forward to it!

“The Tifogame competition brought our staff and customers closer to our cycling sponsorship. It made our brand tangible.”