Lockdown sees strange times for sponsors

The procycling model is broken… I hear that statement on podcasts and read it in articles continually.

But is it?

The fact that our sports has carried on for over a century, most of that with sponsored trade teams, and continued to provide value and exposure for sponsors whilst remaining free to fans is something that should be admired.

In these times, I am not sure I even know what a “stable funding model” is. But not many teams and organisations in any sort of sport will have it. ,

Budgets are clearly going to be cut and sponsors that remain will have their finance departments casting an ever more critical eye over that key “return on investment” calculation to make sure that for every £1 spent, more than that can be attributed to incoming revenues.

There are a couple of teams at cyclings World Tour level with changes in the offing.

Mitchelton-Scott have been looking for a main sponsor for quite some time and have recently announced a link up with Manuela Fundacion. Its not been without drama and controversy with both the new sponsors and existing CEO claiming they are the teams owners.

But this does show that in Europe there is still a desire to back the sport.

CCC have an altogether more pressing situation with their sponsor being in the retail sector and being hit hard by the lockdown. They are now getting out of their deal a year early leaving the team with a big gap to fill.

There are hopeful noises coming out of the CCC Camp with a number of names linked and their main man confident something will be announced ahead of the Tour de France. Let’s hope so as I still want to see a Van Avermaet/Trentin classics combination in full effect.

There could be more changes ahead or some tweaks to jersey’s as the pandemic carries on. In the meantime we are edging nearer actually seeing some of the 2020 teams in action and we must hang on to that positive in these wretched times.

Stay safe.

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