Although teams in the past have had temporary secondary sponsors for races such as the Tour de France, the Belkin Pro Cycling team is looking at taking this a step further, and is hoping to use the tactic in a range of events during 2014.
Mark van de Camp, the commercial manager of the Dutch team, explained what is being introduced.
“Next year it will be possible for a sponsor to be a co-sponsor during a given race or period,” he told Wielerflits. “Suppose there is an Australian party that wants to be a co-sponsor during the Tour Down Under, then that is possible.”
He said that the jersey would look more or less the same as that which was introduced prior to this year’s Tour de France. “There will be no dramatic changes in place,” he said. “Only a few other logos. Our shirt last year was the most clear and readable shirt in the peloton.”
He said that Belkin requested that the look remain the same for 2014, partly due to the fact that it was only introduced midway through the season when the electronics company came on board. A fresh look will then be introduced in 2015.
As regards the changing co-sponsors, he said that the UCI is in agreement with what is planned. He explained that the jersey itself can only be changed once a year, but that logos can be swopped and changed as necessary.
“There are advanced talks and there are several parties that have shown interest in, for example, the American races or the Tour.”
The model, if successful, could usher in similar agreements with other teams and backers. As cycling is an increasingly international sport, it would enable a company focussing on a particular region to billboard their product or service at the most effective moment during the season.
The Belkin team evolved out of the old Rabobank structure. It started 2013 as Team Blanco, then changed the name and jersey design when the electronics company was unveiled as the new backer.
It took 38 wins last year, including Bauke Mollema’s stage seventeen victory in the Vuelta a España. The team ended the season on a high note when it clocked up all nine stages plus the overall in the 2.HC Tour of Hainan.