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SBD Global/July 23, 2013/Marketing and Sponsorship
Cycling's Reputation Could Hurt Froome's Chances For Landing Sponsorship Deals
Published July 23, 2013
OUT OF THE SHADOWS: MARKETING WEEK's Sebastian Joseph reported Repucom's DBI Index suggested that unlike Sky colleague Bradley Wiggins, the level of national awareness around Froome "was lacking ahead of the race." The cyclist had an endorsement level of 36.6 points compared to Wiggins' 81.4. Generate Sponsorship Managing Dir Rupert Pratt said, "Froome’s win will likely signal interest from performance based brands with a more corporate image they want to convey. Wiggins’ personality has the greater longevity because he was the first and his off-track brand and mod-ish style make him more appealing to brands looking to reach a wider audience" (MARKETING WEEK, 7/22). In London, Sunday Times reporter David Walsh, who played a significant role in unearthing Armstrong's long history of doping, has spent several weeks inside the Team Sky camp and is adamant Froome "should not have to defend himself from drug slurs" (SUNDAY TIMES, 7/21).