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Following this year’s Tour de France Winner Floyd Landis’s two positive test results for elevated testosterone levels, professional cycling is losing two major sponsors, but also stands to lose new sponsors that had likely been considering coming aboard.
Phonak and Liberty Mutual, two of cycling’s most prominent sponsors, are cutting their cycling ties, and the Tour’s German TV carrier, ZDF, has threatened to yank its coverage of the race, as well, reports Media Life.
But perhaps more damaging to the sport is the fact that, similar to NASCAR a few years back, the sport seemed poised to go mainstream following Landis’s unlikely victory. Now, those brands will likely not enter the arena, according to Paul Swangard, managing director of the James H. Warsaw Sports Marketing Center at the University of Oregon. “I think for a sport like cycling that really hangs out on the edges of mainstream sponsorship, the bigger losses are those non-endemic sponsors to the sport that will choose not to enter at all,” he is quoted as saying.
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