David Wood, managing director of brand communication at UK-based marketing agency Jaywing, looks at the opportunities to capitalise on the buzz of this year's Tour de France.
Why would a company go from team sponsor to team owner? Rob Ridley asked Trek Bicycle, the US manufacturer and now cycling team owner, ahead of next month’s Giro d’Italia.
UCI (International Cycling Union) ProTeamTrek Factory Racing was born in June 2013 when US manufacturer Trek Bicycle decided to step up from a sponsorship position to acquire the WorldTour racing licence for leading team RadioShack-Leopard-Trek. Trek’s decision to invest in its new team came at the height of the doping storm surrounding Lance Armstrong. Trek was a former sponsor of the Texan, and equipment provider to squads he rode for including US Postal and Team RadioShack.
Could France’s new €68-million home of cycling be the springboard to fulfilling a Parisian Olympic dream? Owen Evans reports.