Joining an apparent stampede for the exit, Computer Sciences Corporation says it will end its sponsorship of cycling at the end of this season. It joins T-Mobile and the Discovery Channel among companies choosing to drop or not renew contracts with very successful teams in the past two years.
Team CSC is owned and managed by former Tour de France winner Bjarne Riis, who immediately said he'll begin searching for a new sponsor for Riis Cycling A/S.
A company press release says the decision reflects “a shift in priorities as the company makes new investments to implement a strategic long-term growth plan.”
Given the current doping suspicions in pro cycling and the tiff between UCI and the owner of the Tour de France over what teams can participate in that race this year, is it any wonder that sponsors are beginning to back away from the sport?
Best
On paper, Team CSC is the best cycling team in the sport. It finished No. 1 in the UCI ProTour standings in 2005, 2006 and 2007.
It has had some of the best cyclists on its team in recent years. Current or recent members include Ivan Basso, Jens Voigt, Fabian Cancellara, Americans Bobby Julich and David Zabriskie.
Controversy
After leaving CSC, however, Basso's credibility has been tainted by alleged links to the Operacion Puerto affair in Spain. Also team owner/manager Riis admitted in 2007 that he doped to win the 1996 Tour de France.
After CSC's announcement, Riis said:
“This marks the beginning of something new for us and I know that we are ready to go out and show the world that we are here to stay. We have an exceptional product with worldwide exposure that we can offer to a new sponsor. We believe we have the best team in the world, both the riders on their bikes and the staff supporting them behind the scenes. Over the years, this exceptional group of people have proven that they know how to deliver value to their sponsors.”
When Discovery Channel announced it would not renew its sponsorship after 2007, the Tailwind Sports owners of the team cast about for a new sponsor and finally gave up, choosing to disband the team.
Blunt
While CSC and Discovery said their decisions were based on new directions, T-Mobile was blunt in its announcement late last year:
“We arrived at this decision to separate our brand from further exposure from doping in sport and cycling specifically.”
That team has survived, however, as Team High Road.
However these companies dance around their reasons for not renewing sponsorships, I wouldn't be surprised to see more corporate sponsors announce they'll seek publicity in other venues than cycling.
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