Report suggests cycling "could not be a lucrative business" and isn't likely to see big investment from American companies

The Tour de France is the single biggest cycling event in the world and for many the biggest showcase of a team's financial value performance and exposure wise. A report has been made on the potential of a big investment in a road cycling team from American companies, however the results were not too positive. 

Wielerflits has reported via several sources that there is an interest within the USA, more specifically the Wasserman Media Group to purchase a cycling team from the existing. Part of sports and entertainment business, the acquisition of a World Tour team would be of little effort as the yearly budget of some revolves around €10 million euros, with both Lidl - Trek and EF Education-EasyPost having American licenses and setting a benchmark for what is possible within the domestic market. 

Read also

PREVIEW | Tour de France 2023 stage 11 - After brutal day, sprinters find last opportunity before reaching Alps

With the growth of gravel and criterium racing within the USA cycling is rising in popularity, and the Tour de France comes as the time to lure in big sponsors as the exposure is unmatched throughout the rest of the year. Throughout the peloton this week rumours have emerged over the possible sale of Soudal - Quick-Step to a different owner, however Patrick Lefevere has refuted that. Over the past few years buying out licenses has happened even at the highest level, and could happen. 

However the chances of a big move from the American market does not seem too likely at this time, as a representative of Wasserman told the Dutch media outlet that “they looked at the numbers of a cycling team and came to the conclusion that it could not be a lucrative business." 

Read also

The beautiful Colombian-inspired kit that Egan Bernal has created for INEOS Grenadiers

"I’m in the Tour and hopefully for as long as possible" - Wout van Aert unsure where rumours of immediate departure emerged from

Tour de France™

@LeTour

·Follow

🏆 #TDF2023 - stage 10 👆 𝑷𝒆𝒍𝒍𝒐 𝑩𝒊𝒍𝒃𝒂𝒐

8.8K

Reply

Copy link

Read 123 replies