10 ways pro bike racing could attract big-name sponsors

We asked Cycling Weekly readers for their ideas on how professional cycling could attract and keep long-term sponsors

Tour Down Under

(Image credit: Graham Watson)

Long-term sponsorship deals in professional cycling are hard to come by, with teams and events often involved in searches for new title sponsors every few years to ensure their continued existence.

Running a top-level cycling team is an expensive business, and many major companies will only sponsor a team for a few years before dropping out. Teams and race organisers are often not equipped to spend months searching for a new title sponsor, and we have seen the demise of some squads simply because they couldn't find a backer.

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Nigel Wynn
Former Associate Editor

Nigel Wynn worked as associate editor on CyclingWeekly.com, he worked almost single-handedly on the Cycling Weekly website in its early days. His passion for cycling, his writing and his creativity, as well as his hard work and dedication, were the original driving force behind the website’s success. Without him, CyclingWeekly.com would certainly not exist on the size and scale that it enjoys today. Nigel sadly passed away, following a brave battle with a cancer-related illness, in 2018. He was a highly valued colleague, and more importantly, an exceptional person to work with - his presence is sorely missed.