Burger King to sponsor pro team

[Cycleops]

https://www-cyclingweekly-com.cdn.a...ing-to-sponsor-mens-professional-team-in-2022

So what's going on here? A fast food chain sponsoring a cycling team. The type of food that most cyclists would avoid.
Are they trying to give the brand a new image or is it just another way to promote themselves?

 

[Blue Hills]

https://www-cyclingweekly-com.cdn.ampproject.org/v/s/www.cyclingweekly.com/amp/news/burger-king-to-sponsor-mens-professional-team-in-2022?amp_js_v=a6&amp_gsa=1#referrer=https://www.google.com&amp_tf=From %1$s&ampshare=https://www.cyclingweekly.com/news/burger-king-to-sponsor-mens-professional-team-in-2022

So what's going on here? A fast food chain sponsoring a cycling team. The type of food that most cyclists would avoid.
Are they trying to give the brand a new image or is it just another way to promote themselves?

Sadly from reading that it seems that it won't be called Team Burger King and we won't be treated to a full Burger King kit.

Lots of bizarre sponsors in pro cycling so not so bizarre on balance.

I never understood why pharmaceutical companies didn't get in on the sponsorships.

 

[cougie uk]

McDonalds co sponsored Polti back in the day. I'm sure there's loads of others too.

I'm not even sure that most cyclists would avoid a cheeky Burger King either ? Have you seen how many cyclists have cake ?

I seriously doubt BK can attempt to create a new image for the company sponsoring a small pro team...

 

[cougie uk]

I never understood why pharmaceutical companies didn't get in on the sponsorships.

Wasn't the major North American tour sponsored by the EPO company ?

 

[Cycleops]

Maybe it's not so strange but there's a host of other sports they could sponsor. Just wondering why they settled on cycling. I see the connection and it's only one Italian team.
Obviously TV coverage will come into it and other opportunities to promote their image. Perhaps they want to broaden their image and appeal?

 

[Chris S]

Durex used to sponsor Formula One. It was rather ironic given what they say about men who drive big cars.

 

[Dogtrousers]

I never understood why pharmaceutical companies didn't get in on the sponsorships.

Omega-Pharma Quickstep
Novo Noridisk (although this is a slightly special case)
Probably others that don't spring immediately to mind

 

[Blue Hills]

Omega-Pharma Quickstep
Novo Noridisk (although this is a slightly special case)
Probably others that don't spring immediately to mind

i was being sarky of course, but proves my ignorance of pro cycling.

 

[cougie uk]

Maybe it's not so strange but there's a host of other sports they could sponsor. Just wondering why they settled on cycling. I see the connection and it's only one Italian team.
Obviously TV coverage will come into it and other opportunities to promote their image. Perhaps they want to broaden their image and appeal?

The article I read said that the managing director had enjoyed a day at the giro last year. Who wouldn't want to put their money into that ?

The MD likes cycling probably. Simple as that.

 

[DCLane]

Durex used to sponsor Formula One. It was rather ironic given what they say about men who drive big cars.

I've some old Durex track wheels, which I'm using for grasstrack racing

 

[Blue Hills]

I've some old Durex track wheels, which I'm using for grasstrack racing

single time use only?

 

[Dogtrousers]

A quick google shows that they are just following their competition. "Egg McMuffin Fuel The Ride"

 

[mjr]

I think you overestimate the number of cyclists who still believe the old myth that you can outride a bad diet.

 

[mjr]

I think you overestimate the number of cyclists who still believe the old myth that you can outride a bad diet.

 

[Dogtrousers]

And who could forget the mighty Pizza Hut team?
https://www.procyclingstats.com/tea...grupo-orosi-2016/statistics/history-victories

The type of food that most cyclists would avoid.

Incidentally the only times I've eaten at Macdonald's in the past 10 years (maybe 3 times) have been on bike rides ( FNRttC 3am visits to 24hr McD's)