Jonas Vingegaard’s EC debut “80 percent marketing and 20 percent results” says Brian Holm: “Sponsors got their investment back tenfold from him being there”

Jonas Vingegaard’s European Championships debut was over almost as soon as it began — but while his performance left plenty to be desired, one prominent Danish figure insists the race was still a success in its own way. According to former sports director Brian Holm, the Tour de France winner’s presence in France was worth far more in publicity than in sporting results.

“There was always a chance it would be 80 percent marketing and 20 percent results,” Holm told Ekstra Bladet after Vingegaard’s early exit. “You never know that until after the race. Afterwards, we’re all professors. But I think it was worth it. The marketing value alone makes up for everything.”

Vingegaard was dropped dramatically with over 100 kilometres to go, as the peloton tackled the punishing Côte de Saint-Romain-de-Lerps circuit for the second time. The Dane, who looked short of sharpness from the outset, was quickly distanced when the pace increased and played no further role in the race — one that was ultimately dominated by Tadej Pogacar’s 75km solo breakaway to claim the European title.

Despite the underwhelming showing, Holm insists the decision to start Vingegaard was the right one. “You have to look at the bigger picture,” he said. “There were journalists down there who’d never been before. Whatever happens, the Danish Cycling Union will say they got their money’s worth — their sponsors got their investment back tenfold just from him being there.”

Holm even drew a parallel with his own days as a team director. “I remember once we signed Axel Merckx. I asked my boss, ‘He’s not going to win much, is he?’ and he said, ‘No, but it’s 80 percent marketing. The sponsors love it.’ It’s the same thing here. When Vingegaard is on the start list, it lifts the entire national team. The sponsors love it.”

Within the Danish squad, Holm said Vingegaard’s participation was also a source of excitement for the younger riders. “I promise you, the U23 guys thought it was great being away with Jonas — he’s almost mythical. One day they’ll be able to say, ‘I went to the Europeans with the guy who won the Tour de France twice.’ I’m sure there were a few secret selfies taken with him down there.”

While Danish fans were surprised to see their national hero in such difficulty, Holm said the signs were already there during Vingegaard’s Vuelta a Espana campaign, where he appeared to be running on empty after two Grand Tours in a single season.

“On the Angliru stage, he was clearly suffering,” Holm explained. “I spoke to Michael Morkov and said, ‘He’ll probably pull out of the Europeans now.’ Two Grand Tours in one year take a massive toll. But after the Vuelta, Morkov said he was still 100 percent going to race — and of course that was always going to be tough.”

With only a short three-week window to recover and train in Glyngore, Holm believes Vingegaard’s decision to ride deserves more credit than criticism. “That was always going to be a tough ask,” he said. “You could say there might have been other options, but were there really? I actually think it was admirable that he came and raced in the Danish colours. He stuck his neck out and lined up, and sometimes when you do that, you take a hit — and that’s exactly what happened.”