Ag2r La Mondiale’s new walk

Wednesday, 7 April 2010


Me? I’d rather have chronic back pain

French squad Ag2r-La Mondiale have signed a sponsorship deal with Swiss shoe company MBT. Famous for their rounded sole which apparently helps the skeletal muscles, the deal is presumably for off-the-bike shoes. Expect to see the likes of Cyril Dessel and Nico Roche rocking and rolling around the team bus and hotel lobbies for the rest of the season sporting these geriatric contraptions.

As I’ve written before, TV audiences in Europe include many housewives and pensioners, this deal will help the French squad reach a likely target market.

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