"Many teams still live in the past" - Ex Lotto Dstny CEO heavily critical of pro cycling's relationship with sponsors

Yana Seel has much experience working behind the scenes in the business side of professional cycling. Having formerly worked with Astana Qazaqstan Team, Seel left her role as Lotto Dstny CEO recently and has now given a scathing review of professional cycling's relationship with its sponsors.

“Almost every team is continuously looking for sponsors,” says Seel in conversation with Het Nieuwsblad. “But what many forget: a sponsor today wants something in return. Return on investment. Many teams still live in the past. 'The sponsor can pay, but otherwise, he must know his place and above all leave us alone.' That line of thinking.”

This is an incredibly outdated way of thinking Seel believes and it could be holding back the whole sport. "It doesn't work that way anymore. It is fully understood that the sporting cell must be able to make its decisions freely, but they must not forget who ultimately pays the bills," she explains. "Sponsors have become demanding. They are no longer satisfied with just a spot on a jersey somewhere. They want involvement. And so: activation, hospitality, campaigns and so much flexibility that it often becomes too much for the team."

“And don't talk to me about TV money. How long have we been talking about this? Maybe one day a personality will emerge in cycling like Berlusconi in football, someone who can make TV money flow to the teams. I sincerely hope so," she continues. "But for the first few years, it seemed mission impossible to me. And are we really going to wait until ASO starts sharing in their income? No, then you better put more effort into a mature sponsorship policy.”

Concluding with a warning, “The sport misses far too many opportunities and often keeps itself poor,” assesses Seel.