All sponsors get a note of thanks and it’s time to show some gratitude to Prendas Ciclismo for their support over the last month and beyond. Their ad has been here during May and they’re the retailers of the INRNG jersey, caps, armwarmers… and more.
sponsorship
Supporter Jerseys
The supporter jerseys have arrived and are on sale with Prendas Ciclismo. Made in Italy by Santini this is a lightweight jersey for summer.
Thanks to Ninox
All sponsors get a big and public message of thanks and it’s time to put US menswear designer NINOX on the podium for their support this April.
If you like your cycling wardrobe because of the fit, function and smart fabrics, then NINOX offers this for menswear off the bike. There’s also a discount available for readers.
Pro Team Sponsors: What Do They Do?
You probably know what Trek, Cannondale and Giant make but do you know your Soudal from your Jumbo or what Lampre does? All year people will be naming and even cheering these brands.
Thanks to Prendas Ciclismo
All sponsors get a note of thanks and it’s time to show some gratitude to Prendas Ciclismo for their support over the last month and more. Their ad has been here during September and they’ll be visible again soon on this site as sellers of the INRNG cap, more info on this below.
The British bike shop specialise in clothing and have a range of stock including vintage and retro items. If you haven’t dealt with them before, you’ll find Mick and Andy very helpful and personable. I’d offer more praise but when they sponsored the blog last year a flood of comments from satisfied customers said it better.
A Tale of Two Cars
The USA Pro Challenge had Lexus as official vehicles. The Tour de France has Skodas.
Pro Cycling’s Sponsorship Crisis
For once a genuine international brand was buying into pro cycling as a means of marketing but once it got the chance to quit, Belkin exercised a break clause. The team is now scrambling for a replacement sponsor and to hold onto its core riders.
Is this a sponsorship crisis or should we confront the fact that pro cycling isn’t a vehicle for an international marketing campaign?
Pro Team Sponsors: What Do They Do?
There are 18 World Tour teams and 17 Pro Continental teams. One difference from most other sports is that cycling teams come with naming rights meaning the squad is named after its sponsors. But who are these backers and what do they do?
You might know about Garmin or Cannondale but do you know what Belisol, Lampre or Quick-Step are about? Do you know your Drapac from your NetApp and what links Johnny Hoogerland to Hello Kitty?
In Search of a Better Reputation
Pro cycling is beautiful sport but follow some of the sponsors behind the teams and they’re not always as clean as the riders are supposed to be. Look at the pro peloton today and you’ll find teams representing despotic governments, accident-prone chemical companies and a range of other questionable sponsors.
One by one each of these sponsors might have its place but does their collective presence say something about pro cycling?
Sponsoring the race instead of the team
Cycling represents great value for a sponsor. You’ve probably seen the news that a sponsor can get big publicity for a modest outlay, a big return for a small investment. What’s not to like?
But talk of return ignores the other side of the coin: the risk. Sponsor a pro team and it can blow up in your face with a doping scandal. Even if all your riders are healthy and honest then backing a team still isn’t for every brand.
But whilst several teams are struggling for sponsors, multinational corporates are backing the Tour de France, partnering with the event instead of its participants. Here’s a look at what it costs to get your company name on leader’s jersey and more.