Sponsors and advertisers rewarded for keeping faith in road cycling
Cycling sponsors and advertisers can enjoy great value for money if they are willing to trust that the sport is finally leaving its dark doping days behind.
Tricia Thompson, director of cycling at BSkyB. The exposure also helps the Sky brand in Italy and Germany where the British company has sister channels.
Another obvious benefit for the top cycling sponsors is that they can get naming rights for teams as well as having their brands displayed on team kit.
Sky's launch of a professional team complemented its efforts to get more Britons on their bikes. It is part of the company's attempt to show itself as having a positive effect on British sport after buying live TV rights to Premier League soccer, Formula One and English test cricket.
"We invest in sport. We are and have been involved in transforming a lot of UK sport," said Thompson.
She says other companies are keen to emulate Sky's success.
"There are definitely a lot more brands interested in getting involved in cycling. It's on a lot more people's radars. A lot of brands can see the potential now."
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