Belkin's new title sponsor will most likely cause much confusion next season.
Who would be a commentator, eh? Because, aside from those social media experts who think they could do a better job, there’s going to be one more challenge for them to deal with in 2015.
Yesterday, Belkin Pro Cycling announced that it will continue into next season, after finding a new title sponsor to replace the worldwide electronics brand.
Nothing untoward about that, you say? Except that the new title sponsor is De Lotto, the Dutch lottery, and the long-running outfit will be known as TeamLottoNL as of January 1.
For those of you not aware of international cycling teams from 1985 until the present day, there is already a WorldTour team with a similar name: Lotto-Belisol.
And while their secondary sponsor will change for next year (sealant, adhesives and foams producer Soudal have signed a six-season deal), they will still be best known by their loyal title sponsor.
CW contacted the UCI about the issue, without reply at present, but we understand that the governing body’s rules only prohibit companies from being the title sponsor of two teams.
Either way, imagine the problems those calling the action will have in 2015.
“Here’s a Lotto rider coming to the front of the bunch…in his wheel is a Lotto rider, but not that Lotto, the other Lotto…”
We can only hope that FDJ.fr – the French national lottery – do not have a rebrand any time soon.