Burger King to sponsor men's professional team in 2022

The fast-food giant's Italian CEO was convinced after spending a day with the squad at this year's Giro d'Italia

Burger King
(Image credit: Getty)

Sponsors in cycling come and go, but for every concrete manufacturer, there is sometimes a universally recognisable brand name that pops up and causes a number of dopamine explosions to go off in our tiny capitalist minds.

While the likes of Deceuninck - Quick-Step sport Lidl logos on their shoulders to subversively coerce us into changing our grocery shopping habits, fast-food chain Burger King is now the latest to have a go at plastering their emblem over a bunch of skinny men riding bicycles at improbably high speeds.

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Hi. I'm Cycling Weekly's Weekend Editor. I like writing offbeat features and eating too much bread when working out on the road at bike races.

Before joining Cycling Weekly I worked at The Tab and I've also written for Vice, Time Out, and worked freelance for The Telegraph (I know, but I needed the money at the time so let me live).

I also worked for ITV Cycling between 2011-2018 on their Tour de France and Vuelta a España coverage. Sometimes I'd be helping the producers make the programme and other times I'd be getting the lunches. Just in case you were wondering - Phil Liggett and Paul Sherwen had the same ham sandwich every day, it was great.