The state of cycling sponsorship: Challenges and opportunities

Cycling is a sport of contrasts. At the top, marquee events like the Tour de France and organisations like British Cycling continue to attract significant sponsorship deals, showcasing the sport's appeal and commercial value. However, below the surface lies a harsh reality: smaller teams and events are desperately struggling, with some already folding due to a lack of funding. This paradox underscores the complex nature of cycling sponsorship, where opportunities abound but challenges remain deeply entrenched.

Cycling has seen significant sponsorship wins in recent years. The Tour de France, generated over $70 million in sponsorship revenue last year from brands such as Skoda, Continental, Tissot, Vittel and others, underscoring its commercial clout.