Sponsors say pro cycling gives them an opportunity to market their name to a target audience more effectively than traditional forms of advertising. Christine Dugas, a spokeswoman for the U.S. Postal Service, said the agency has bolstered its international name recognition since its symbol first appeared on the Tour de France champion's yellow jersey. Now that Armstrong has won again, Dugas expects revenues to jump even more. Like Dugas, Roberge wouldn't disclose exact figures from Timex's sponsorship contract, but she would run down some major expenses. Team Timex, which is the fourth-ranked women's team worldwide, needs 25 bicycles for its seven members.
Travel is one of the biggest expenses.
And that's with Roberge pinching a penny. This year we were invited to Italy for a one-day race, but it just wasn't worth it to make the trip. Fortunately for Roberge and her team, five other companies have joined Timex as co-sponsors. One is Bethel-based bicycle company Cannondale, which donates bikes and clothing to the athletes it sponsors. Advertising is expensive and effective in almost any professional sport, but most intimately connected to the athletes in cycling and auto racing because they wear gear and equipment emblazoned with bright company logos.