Cervélo’s deal with Tata

Tata’s an Indian conglomerate which is involved in everything from tea to cars and IT, via Tata Consultancy Services. What began as an IT operation to help Western companies put their IT and customer support offshore – Indian call centres and software development – is now an international heavyweight in IT consulting. So it’s good news for the sport as a whole to see this business link up with Cervélo.

Right now there are no details on the sponsorship deal, it’s hard to know if the team is just getting a box of laptops or a truckload of rupees. But note that an Indian-based company is getting on board, a great way to market their wares to the European and US markets.