1. Marketers don’t really understand professional cycling. Sure they know about Lance and France. But, they also hear the negative stories of performance enhancing drugs — and who wants their brand associated with doping. The only time professional cycling makes headlines is when there’s news about Lance, the Tour de France, or when a rider is brought down by drugs. Of course, many other sports have issues with doping and they still get big name sponsors. However, unless someone follows cycling closely, the signal to noise ratio is not strong enough. They only hear: Lance, France, and artificially enhanced (performance, that is).
2. The demographic that professional cycling attracts is not interesting to many big advertisers. Let’s face it, we’re just not that attractive as a demographic. We’re mainly middle-aged males in a world where marketers are trying to reach either a younger male audience or a female audience (since women make most of the day-to-day buying decisions in the home). Plus, we wind up spending most of our disposable income on the latest cycling gear anyway!
3. Professional cycling reaches a small, geographically fragmented audience. In total, professional cycling may have a sizable following, but when scattered across countries and continents it’s difficult for a marketer to measure the impact of a sponsorship investment. Not only that, but the decision to spend marketing dollars is no longer one that can be made by a single country manager; it requires higher-level buy-in since the justification is based on reaching a global demographic. Unfortunately, professional cycling doesn’t rank very well against other global marketing opportunities.
4. Professional cycling is not an easy sport to watch. Forget the sponsorship value to a live audience at a cycling event. Compare cycling to European football. Football matches take place in a closed stadium where 50,000 fans are in one place for a few hours, usually with friends or family at the end of the day. They’re relaxing. They’re in a controlled environment where a sponsor’s message can be put in front of them on screens, uniforms, hats, billboards, and more. They can even purchase all types of team paraphernalia with sponsors’ logos. Now consider cycling. The sport takes place during the day, making it difficult for most working people to watch live (or even on TV). Anyone who watches it live will see the peloton zip by in a matter of minutes on their way to the finish line a hundred kilometers away. There is no concentration of spectators, no controlled venues. Not only that, but the spectators don’t pay an entrance fee. That alone makes them a less desirable demographic.
5. Cycling is still very much a European sport. Its superstars are mainly European. Its teams are often oriented around countries or even regions of countries (take Euskaltel-Euskadi for example). Overall, this limits the appeal of the sport to advertisers outside of Europe. In some cases it even limits the appear to sponsors outside of a certain country. When the majority of riders on a team are from a single country, it’s much more likely that they will get sponsorship from a local company, rather than a global brand. This is slowly changing, but historically this is the way most teams worked.

So, why did a write this post? I’m writing this post in response to the recent rumors of a Livestrong-Nike team entering the sport in 2010. If a brand like Nike sponsors a professional cycling team, I believe it will be a turning point for the sport. It will elevate the profile of the sport and pave the way for other international brands to enter. Let’s see how the coming year unfolds — but first let’s enjoy this year’s Tour de France.

As I think about this year’s race, here are some of the thoughts on my mind:

• With 7 TdF victories to his name, will Lance be able to play the role of a super domestique for another teammate in the TdF (for example, if Alberto Contador takes an early team lead)? This is not to say that I don’t think Lance is a professional who knows how to support his teammates — but this is the Tour de France. Sure, in the Giro Lance played water carrier for Levi. However, the Giro was positioned as a training ride for Lance, just a build-up for the main event in France.
• Will Astana become divided along national lines? Should Chris Horner be selected for the Astana TdF team (highly likely in my opinion), then there will be 3 US riders on the Astana roster (Lance, Levi, and Chris). Alberto Contador will be supported by fellow countryman Haimar Zubeldia. Astana has three other Spanish riders (José Luis Rubiera, Daniel Navarro, Benjamin Noval) on the team who could be selected to round out the TdF roster. I’m not assuming that the team will split along national lines, but it could happen. If Lance and Alberto are in direct competition, I can only imagine that Levi and Chris will be pulling for Lance. (Of course, this would put long-time Armstrong teammate José Luis Rubiera in a difficult position. José was instrumental in 5 of Lance’s TdF victories).
• How does the absence of Alejandro Valverde impact Alberto Contador’s chances? As we saw in the Dauphine Libere, Contador’s support for Valverde prompted a gesture of thanks from Valverde in the final stage. One would have expected that Valverde was prepared to repay the favor if Contador had a good shot at winning the TdF. Now we’ll never know.
• Where does all of this put Astana’s other podium finisher Andreas Klöden. Andreas placed 2nd in the TdF in 2004 and 2006. Although he could have been considered a contender this year, it appears that he is comfortable in the role of super domestique to either Lance or Alberto. Will he be forced to choose between the two?
• Although I think the world of Levi Leipheimer, I don’t think he is in contention for the overall victory at the TdF. Lance supported Levi in the Giro and I think Levi will do his best to help Lance in the TdF.
• And finally, what must Alexandre Vinokourov be thinking? Astana was built around him as a team leader. Fortunately, for Johan Brunyeel and company, his return to cycling won’t be until after the Tour de France. Things could have been worse.

The TdF may just be Astana’s last big race with its current roster. Much has been written about Lance’s desire to create a Livestrong-Nike team and Contador’s discussions with other teams. There wasn’t time to put a new team together before this year’s tour, but don’t be surprised to see a black and yellow kit on the roads of France next year.

The 2009 TdF will certainly be a test for the Astana team. Let’s hope that the drama plays out on the roads of France and not on the team bus.

I’m a big fan of George. He is a solid, steady rider and a great teammate. He was always there for Lance during Lance’s 7 Tour de France victories (and also helped Alberto Contador to his TdF victory). After 7 top 10 finishes in Paris Roubaix (including 2nd in 2005), I really hope he becomes the first American to win this race.

You can also see more of George on his YouTube channel.

• Podilates (in Greek)
• Peloton Cycling Team (in Greek)
• Hellenic Cycling (in Greek, including a list of all competitive cycling races in Greece for 2009)
• Podilatis Magazine (in Greek)
• Bike Report (in Greek)
• Friends of the Bicycle (in Greek)

Do you have favorites? Please share.

Not only is Chris a great cyclist, but he also has one of the best blogs in professional cycling. Good luck, Chris. I hope to be reading your first-hand account of racing through France in a few weeks!

The city of Athens recently announced plans to build a network of bike lanes totaling 26.6km (story in Greek). I will post more details as they become available. Lend your support to making Athens more bicycle friendly by joining the Facebook group.