Cycling & Equipment Sponsorship

Market Bike

37The team works closely with technical sponsors and this allows us to bring new and innovative products not only to athletes but also to consumers.Scott Bicycles, Equipment Sponsor

Latest and greatest is enhanced by athlete input.

Products Pros Need – An Incomplete List: bikes-components-glasses-helmets-pedals-powermeters-rollers-saddles-tires-wheels. Some of the latter is equipment from within the bike industry; and some stuff comes from elsewhere: vehicles-insurance-travel-nutrition-communications-clothing.


When a team goes to market, a more-equipped bike than a cruiser with a straw basket on the handlebars brings home the day’s fresh bread. Generally, so much stuff requires calculated logistical preparation for safe handling in vehicles the size of truck containers and caravans. This vast movement of supplies down-line from manufacturer/provider to market uses cycling as a vehicle to connect with consumers.


An added benefit or reason for equipment sponsorship may be technical innovations inspired by athletes. Usually this has to do with tweaking and specifying versus testing although destruction happens regularly. These failed tests generally stay quiet as part of the secrets of the caravan that are privy among team and supplier. Often improvements and cool innovations result from real-world Research & Development.


Like cash sponsors, equipment suppliers need to see a return on investment in similar marketing strategies from branding messages to shared values to corporate visibility. A cycling team’s shopping list may be scrawled on a loose scrap of paper held tightly at a trade show but once bagged, it’s widely consumed.


Prayer for Equipment Sponsorship

The rich rules over the poor, and the borrower becomes the lender’s slave.” 38Proverbs 22:7

We recognize we’re not slaves to equipment sponsors, but that borrowing does come with responsible representation. Lending also comes with trust that products are safe and sturdy – able to handle race demands. We pray for all the necessary provisions for competitiveness and some wants as well as rewards. We ask for assistance with logistics to manage all this schwag. We ask to reach new audiences with fan give-aways and marketing strategies. Bless our equipment sponsors.


Ponder What am I using to ride or race that is truly a great product? Affirm I tell others about who has the goods! Watch your manners when it comes to public product comparisons as this year’s best may be bust next year and this year’s novelty may work better next year.


37“Scott Bicycles To Become The Equipment Sponsor of Team Columbia,” by Editor posted September 10, 2008 on

38New American Standard Bible Copyright © 1960, 1962, 1963, 1968, 1971, 1972, 1973, 1975, 1977, 1995 by The Lockman Foundation

One Response to “Cycling & Equipment Sponsorship”

  1. Thanks for this…

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