Bjarne Riis is back, in a press conference today he and colleagues Lars Seier, the founder of Saxo Bank and Jan Beck Andersen, chairman and owner of Brøndby IF, a soccer club have bought 30% of the NTT Pro Cycling, formerly the Dimension Data team.
There will be some online outrage at Riis’s return but some of this is misplaced. Instead surely the problem is the sport can’t seem to attract or promote new faces.