One rider seems particularly excited about Lidl's sponsorship of Etixx-Quick Step

Tony Martin recalls his love of Lidl from his childhood days as his team, Etixx-Quick Step, announce a partnership with the supermarket

Tony Martin and Tom Boonen at the Lidl sponsorship announcement (Photo: Tim de Waele)

(Image credit: TDW)

When a cycling team announces a new sponsor one of the first things they do is send out a press release with some exceptionally bland quotes from riders and staff about how excited they are to be partnered with a steel manufacturer/concrete producer/carpet fitter.

Their positive, but slightly hollow, words will probably net them a free sun blind for their house or a year's supply of olive oil, depending on the firm that's ploughing money into their sport.

Thank you for reading 20 articles this month* Join now for unlimited access

Enjoy your first month for just £1 / $1 / €1

*Read 5 free articles per month without a subscription

Join now for unlimited access

Try first month for just £1 / $1 / €1

Stuart Clarke is a News Associates trained journalist who has worked for the likes of the British Olympic Associate, British Rowing and the England and Wales Cricket Board, and of course Cycling Weekly. His work at Cycling Weekly has focused upon professional racing, following the World Tour races and its characters.