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"And Now a Word from the Sponsors..."
By Guest Contributor
Date: 11/18/2006
"And Now a Word from the Sponsors..."

"And Now a Word from the Sponsors..."
The sponsors of Pro Cycling Teams and Who they are...

By Jan Janssens

Sponsorship value of Pro and elite cycling teams is accomplished by getting the sponsors name in front of the media and especially the television cameras in major races. Commercial teams carry the name of their sponsor and are named for the sponsor, the name of the main or name sponsor is in them most prominent location on the riders jersey and short. Lesser sponsors have less prominent locations on the jersey based on the investment in supporting the team.

Flying your sponsors name in a long breakaway or solo attack, getting on the podium, and popularity as a team or rider gets the sponsors name recognized and known. A long break can mean having the riders name and the sponsors name mentioned during a race and afterwards in the reports and video carried by all the media outlets. The sponsor's marque/name are seldom separated in any mention of a winning performance or heroic effort.

Thor Hushovd (Credit Agricole) celebrates in Paris.         Photo c. Ben Ross

The more a rider or team wins or is active in breakaways the more the riders team sponsor is mentioned in the media in all forms from newspapers, the internet and on TV, all this is a constant reminder and exposure for the sponsor and his name. Of course the more a rider wins the more valuable he is to the team and the team sponsors; and the exposure grows dramatically with winning riders like Paolo Bettini, Tom Boonen, Alejandro Valverde, Damiano Cunego among others. A popular and winning rider becomes an additional source of exposure with photos of him pre-race, in interviews or even training on the road in the team kit producing an added value to the marque that chooses to sponsor a team.

Tom Boonen World Champion (Quickstep/Innergetic) wins a stage in the 2006 Paris Nice. Photo c. Fotoreporter Sirotti

Below is a list of the ProTour Teams and their main sponsors and some of the Continental teams, the list is in no way complete. Often the fans don't know what the sponsors or foreign firms produce. This should give a glimpse into the many types of business that have found it valuable to sponsor a pro team and riders.

Pro Tour
AG2R Prévoyance: Insurance company
Bouygues Telecom: Telecommunications

Caisse d'Espargne/Illes Balears and Astana on the final 2006 Vuelta Podium - Valverde, Vino and Kashechkin
Photo © Unipublic

Caisse d’Epargne-Illes Balears:
Local government
Cofidis: Consumer credit
Crédit Agricole: Bank

Even a pre race photo like this one of David Zabriskie by Bart Hazen Cyclingfx becomes an opportunity for exposure for his sponsor CSC.

CSC: IT company

Belgian national lottery

Discovery Channel: TV channel
Euskaltel: Telecommunications
Française des jeux: French national lottery
Gerolsteiner: Mineral water

An event such as the recent wind tunnel tests of Damiano Cunego in Texas, becomes a chance for the sponsors and the team bike to gain some mention of the team and get the sponsors name more attention. Photo c. Lampre/Fondital

Steel manufacturer
Gas company
Bike manufacturer

Paolo Bettini Flies the Flag of Sponsors Quickstep/Innergetic in the Giro dell'Emilia. Quickstep/Innergetic can be happy that the second year in a row the world road championship jersey will wear their name above the rainbow rings.  Photo c. Fotoreporter Sirotti


Gerolsteiner (Levi Leipheimer), Rabobank (Denis Menchov) and Phonak (Floyd Landis) land some TV time and attention for their sponsors on Stage 11 of the Tour de France. Photo c. Fotoreporter Sirotti

Rabobank: Bank
Saunier Duval-Prodir:
Airconditioning and heating
Office equipment, pens

The envy of any sponsor is to be in this picture and mentioned on the Podium of the Tour de France with the winners of the classifications,  2006: Robbie McEwen (Davitamon/Lotto), Floyd Landis (Phonak), Michael Rasmussen (Rabobank) and Damiano Cunego (Lampre/Fondital).

Milram: Dairy firm
T-Mobile: Telecommunications
Astana: Investment group from Kazakhstan
Phonak: Hearing aids
Liberty Seguros-Würth
Insurance company
Industrial screws, bolts, etc.

Continental teams:
Europe Tour
Acqua & Sapone-Caffe Mokambo:

Coffee Betting agency
Omnibike Dynamo Moscow: Bicycle manufacturer
Chocolade Jacques-Vlaanderen:
Government-funded youth program
Ceramica Panaria-Navigare:
Yachting & sportswear

Perutnina Ptuj: Health food
Barloworld: Construction
Agributel: Dairy & Farm Equipment
IT company
Comunidad Valenciana: Local government

America Tour
Selle Italia-Serramenti Diquigiovanni:
Bicycle saddles
PVC parts
Universidad autonoma de Guadelajara: University
Navigators Insurance cycling team: Insurance company
Toyota-United Pro cycling team:
Car manufacturer
Cooling fans and LED’s
Health net presented by Maxxis:
Health care service
Tire manufacturer

KBS - Kelly Benefits Cycling Team
Insurance and Financial Services:
Jelly Belly - Candy Jelly Beans:
Colavita/Sutter Home Men’s Cycling Team Presented by Cooking Light
Colavita Olive Oil:
Sutter Home Wines:
Cooking Light Magazine:
Jittery Joes/Zero Gravity
Coffee Business Franchise
Bike Components:
Kodak Gallery/Sierra Nevada
Photo Services:
Sierra Nevada Beer:
Symmetrics Cycling team: Software/Business Service

Saturn: Automobile
Mercury: Ford - Mercury automobiles.
7UP/Nutra Fig: Soft drink bottler, Nutra fig Cheetah energy bars.

Africa Tour
Cycling team Capec:
Express delivery
Team Konica Minolta: Electronics parts
Mobile phones

Asia Tour
Giant Asia racing team: Bike manufacturer

Oceania Tour
Drapac Porsche: Property developer
Local government 
Australian Institute of Sport

The Dilemma of Sponsorship
Super Tom Boonen

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