Friday, December 19, 2014

An update from Peter Sagan's marketing team about his riding kit

Peter Sagan in his old team kit, Cannondale, while riding his new team's bike, Tinkoff SAXO & Specialized
(Source: http://www.bbc.com/sport/0/cycling/30448067) 

Yesterday I wrote about the video of Peter Sagan riding with his new team, Tinkoff SAXO, on a Specialized bicycle while wearing his old team kit, Cannondale..

I sent an email to Sagan's marketing person, Katarina Smolkova.

I saw a video of Peter’s new team training on the Canary Island. In the video on the BBC website, http://www.bbc.com/sport/0/cycling/30448067, Peter is riding a Specialized S-Works bicycle, but wearing his Cannondale team kit.


Can you please explain why this is? (I presume it relate top his contractual arrangements with Cannondale.)

This morning I received a reply from Katarina. 

Yes, you are right.

Due to an agreement between the 2 Pro Teams, the old (Cannondale) has authorized the new (Tinkoff-Saxo) to invite Sagan wearing the old uniform and training with the new bike.

So, that makes sense. The thing that struck me as most odd was that Sagan was riding a competing bike brand. Most of the pro cycling teams do not have a bicycle manufacturer as their title sponsor, so in most cases you would not see on bicycle brand on the kit and a different brand on the bike.
I'm sure that this happens quite often as professional riders sign with new teams in the off season and must fulfill the balance of their contractual obligations.
Just another tiny detail to add to our understanding of sports marketing 

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