The changing face of pro cycling team sponsorship

The changing face of pro cycling team sponsorship

Nick Busca 8 Mar 2019 Name changes and early closures are common occurrences for cycling teams, but some are looking at better ways of retaining key sponsors When Team Sky announced the termination of its team sponsorship in December, it was only half-newsworthy. There had already been plenty of rumours around the impending end of the most successful team of the decade. Besides, cycling history is full of 'now-defunct teams'; teams change names and investors as often as snakes shed their skin. The real news and most urgent questions at the time were: Will they be able to secure a new backer before the end of season? And will they be able to match their previous budget of £35 million per year? It now seems that Team Sky may have found a new sponsor for next year . But how hard is it actually to secure a sponsorship in cycling ...

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