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And then, suddenly, Team Sky any money left

e3ef1ac2dc85fc9f1c87fbff79a323cf - And then, suddenly, Team Sky any money left

Media company stops sponsoring cycling team after 2019

And then, suddenly, Team Sky any money left

In a mail of an A4 page long, has a media company, Sky the end of an era in cycling announced. The money that the British team Froome and Thomas and Kwiatkowski and Bernal on board loved, is gone in one stroke. Manager Brailsford gives himself up to the Tour to the gap of 28 million, close to cycling.

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Sunday 29 July 2018: Geraint Thomas and his mates celebrate on the Champs-Elysées, the sixth overall victory in the Tour de France for Team Sky. Marco Bertolello/afp

Media company stops sponsoring cycling team after 2019

And then, suddenly, Team Sky any money left

In a mail of an A4 page long, has a media company, Sky the end of an era in cycling announced. The money that the British team Froome and Thomas and Kwiatkowski and Bernal on board loved, is gone in one stroke. Manager Brailsford gives himself up to the Tour to the gap of 28 million, close to cycling.

Cycling

Jan-Pieter De Vlieger

What has Sky announced yesterday?

In an email that media company Sky yesterday schuster, new york, was the first paragraph is the most important: “Sky is pleased to announce that, after 2019 as his involvement in the cycling stopped.’ In other words: the iconic British team, good for 322 victories, after the next year in one fell swoop to 28 million euros. The latest figures of Tour Racing Limited, the legal entity behind the team – show that the total budget of the team 38.166.400 million euros. 28.020.700 thereof comes directly from Sky, and his co-owner 21st Century Fox.

Team Sky is currently on training camp in Mallorca. The riders would be Tuesday night informed.

Why announces
Sky this now?

Sky ceo Jeremy Darroch, likes: ‘for us It is the right time to focus on other initiatives.’ Still, the news is not completely out of the blue. ‘Not for me’, says Wim Lagae, sporteconoom at the KU Leuven. ‘Sky in October was taken over by American Comcast. An acquisition is always a moment where the marketing is held to the light.’

“We are going to do everything to a new long-term sponsor

Dave Brailsford

Team manager

Very important is the figure of James Murdoch, son of Rupert Murdoch. He was always the driving force behind the sponsorship of cycle racing, but lost in the acquisition by Comcast of its place in the board of directors. “He was a big cycling fanatic,” says Richard Moore, author of Sky’s The Limit, a book about Team Sky. “What also plays a part: in the history of cycling, it is often happened that large sponsor deals after ten years at the most.’

That also says Lagae: “This is also a story of ‘objectives achieved’. Sky wild within five years with a British tour winner. That it has more than achieved. The imagotransfer of ‘winners’ from team to company is successful. It is logical that after that metal fatigue occurs.’

The ‘scandals’
played a role?

From 2016 Team Sky a couple of storms known. It was never clear dopingovertredingen, but the stories about the ‘medical package’ of Bradley Wiggins and his dubious therapeutic requirements made it clear that the team in the ‘grey zone’ operated.

‘The wielergemeenschap that matters poorly managed, ” says Lagae. ‘The football close the ranks after the story about Sergio Ramos. In cycling quarrel UCI president Lappartient and Team Sky manager Brailsford openly about the case of Froome who is not even a case was. In the Tour there was almost a hatred of cycling fans against the team. Sky launched there with Ocean Rescue to be a textbook example of anglo-Saxon storytelling, but it is only with cynicism received. That clear problem of perception is according to me in the headquarters in the legs linger.’

Other voices linking the exit is not on the schandaaltjes. Rennersmakelaar Dries Smets: “In contract negotiations insured Brailsford to me that those problems have no influence on the commitment of the sponsor. He said clearly: the Sky will remain behind us.’

Is this the end
Team Sky?

Sure is that the team from 2020 onwards, no longer exists under that name. The big challenge for manager Brailsford is now to find more sponsors. “We are going to do everything to a new langetermijnsponsor to find in the coming weeks and months”, it sounds on the website. Froome is optimistic on Twitter: ‘We love not to exist. We do everything We can to also after 2020 to stay together.’

Patrick Lefevere is an expert in the search for new sponsorship. He is not pessimistic about a successor: ‘Britain is Belgium not. London City is a large market with many big players.’

Yet it seems the Uk market is not currently favorable. “There is for companies a lot of uncertainty about the outcome of the Brexit,” says Lagae. ‘For an equivalent replacement, Team Sky, in addition, a player for whom 28 million euro – “peanuts” is within the marketing budget. I’m not optimistic about it.’

Broker Smets, is that all what more: ‘To companies in China or the Middle East Team Sky have something to offer: Froome, Thomas and Bernal are still under contract. With the riders you can offer companies anyway ‘maximum exposure’ in the Tour. Furthermore, I know Brailsford a little. It would me surprise if he have no plan B at this time.’

What happens to the riders who also
after 2020, under contract, are you?

When BMC ran this year along with the primary sponsorship of all rennerscontracten. At Team Sky, it is clearly not the case. Froome is set to 2020, Thomas to 2021, Bernal even up to and including 2023. Ensure they do not occur immediately. Even if Team Sky, a new sponsor would be found. “A company the size of Sky will be neatly out of the championships like steps,” says Lagae. ‘It will be the existing contracts certainly honor it. At the exit of Rabobank happened at the time the same: the plough Belkin called, but there is a reason a lot of riders were paid by Rabobank.’

If Team Sky will cease to exist, would the riders in 2020 opportunities are on the transfer list. In the ideal scenario, driving Froome, Thomas and Bernal will soon be against and not with each other, but simple is certainly not. ‘Question is, which teams have the room for such valves to get it, ” says Smets. Team Sunweb’s really no new toprenner next to Tom Dumoulin. Ditto for Bahrain-Merida and Nibali. For CCC without the topper in the rondewerk – would Sky-riders, however, be an opportunity.’

This would also be good news for the sport?

Economist Lagae is about undecided: ‘The biggest sponsor leaves cycling, that can never be good. But maybe it gives the sport more breathing space. The barriers to entry for new sponsors and some lower. The wages can normalize. What Sky paid – for servants – was not more competitive.’

Also sporty looks like it is a blessing. Sky cripple the past few years, the Tour organizer ASO was looking already for ways to make their dominance to undo. Is the death of Team Sky, the bread of the other teams? “No,” says Lefevere. “I think this is absolutely not good news. The largest player disappears from the sport, I’m here really not to dance.’

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