Tweets of the week: Brutal weather at Flèche, an idiot sandwich and is there a new POC helmet?

There's a lot of love for Kasia Niewiadoma, and it turns out Norwegians are good in bad weather

Kristen Faulkner at the Tour of Flanders, with social media posts overlaid
(Image credit: Getty Images)

Riders being human billboards is nothing new. Ever since the 1960s, professional cyclists have raced emblazoned with their sponsors, from coffee machine makers to nation states, via Belgian home improvement companies.

Of course, as well as advertising the title sponsor, riders are advertising their kit as well, their bike, shoes, kit, sunglasses and helmets. Usually, this is done reasonably subtly; by wearing them and riding well in them, they're getting much of the attention they need.

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Adam Becket
News editor

Adam is Cycling Weekly’s news editor – his greatest love is road racing but as long as he is cycling on tarmac, he's happy. Before joining Cycling Weekly he spent two years writing for Procycling, where he interviewed riders and wrote about racing. He's usually out and about on the roads of Bristol and its surrounds. Before cycling took over his professional life, he covered ecclesiastical matters at the world’s largest Anglican newspaper and politics at Business Insider. Don't ask how that is related to cycling.