September 23, 2009
Cycling is a strange sport in that there are no entrance fees to view the professionals do battle. Spectators need not part with their money to view the mountain goats soaring through the Alps and need not reach for their wallets to see the fast men battling it out in a mad dash for the finish line. There are no season ticket sales, corporate suites or director’s box and there are certainly no prawn sandwiches.
No, cycling teams are funded by commercial companies willing to fork out the money required to run a professional outfit. In return, these companies get the privilege of having their corporate logos branded on every one of the riders’ team kit. The idea being that revenue will be generated from the advertising that this provides for the company. Sponsors want exposure, and they want success, because ultimately success leads to more exposure.