Sponsorship in Professional Road Cycling

Wim Lagae ()
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Wim Lagae: KU Leuven, Campus Antwerp

Chapter Chapter 4 in The Economics of Professional Road Cycling, 2022, pp 69-89 from Springer

Abstract: Abstract Sport sponsorship is any commercial agreement by which a sponsor contractually provides financing or other support in order to establish an association between the sponsor’s image, brands, or products and a sport sponsorship property in return for rights to promote this association and/or for granting certain agreed direct or indirect benefits. Since professional road cycling was one of the first sports to be practiced commercially, sponsorship of cycling teams already started in the first editions of endurance races like Bordeaux–Paris at the end of the nineteenth century, and it has grown ever since. Today’s cycling teams are in fact financed almost exclusively through sponsorship. This chapter explains the business-to-business characteristics of sponsorship of cycling teams and shows how the cycling sponsorship market can be very dynamic. The duration and termination of sponsorship of cycling teams as well as a company’s motives to invest in such sponsorship deals are discussed, and the importance of the integration of sponsorship into marketing communication is illustrated. We also analyze the economic return and effectiveness of cycling team sponsorship and of cycling races and conclude with some thoughts on today’s sponsoring challenges in professional road cycling.

Keywords: Team sponsorship; Races sponsorship; Sponsorship characteristics; Sponsorship motives; Sponsorship leverage (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:spr:semchp:978-3-031-11258-4_4

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DOI: 10.1007/978-3-031-11258-4_4

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