I believe that Bjarne Riis holds the keys to the future of professional road racing in continental Europe [Cue the sounds of a needle scratching a record/glass shattering/monkey’s rioting at the banana packing plant].
For years we’ve been talking about the impact that each new doping scandal would have on the sport’s ability to attract sponsors able to support teams on the financial level necessary to race the UCI’s evolving, global race calendar. And, certainly, sponsors have dropped out after prolonged exposure to the negative publicity of having their athletes frog-marched out of the Grand Tours, heads hung in shame. What brand benefits from having their name associated with a bunch of anorexic junkies?
And yet, every time we lost a stalwart sponsor like T-Mobile, we gained a Garmin or a Columbia. Even the recent emergence of teams like RadioShack, Sky and BMC suggest that there are still deep-pocketed brands who believe in cycling. It is, perhaps, noteworthy that the Shack is built specifically to support Lance Armstrong, a marketing juggernaut independent of cycling. Sky comes out of the British Cycling Federation’s successful track tradition, a group without doping-related baggage to carry around on tour with them. Among those three, only BMC, formerly Phonak, has struggled through years of dope-conjured setbacks, specifically with Tyler Hamilton, Floyd Landis, Oscar Camenzind and others. Their survival can be put down, completely, to the iron will of owner Andy Rihs, who loves cycling, perhaps to his own detriment.
On the European continent, things have not gone so well. Formerly dominant Italian teams have self-destructed or soldiered on, shadows of their former selves. Spanish sponsors have fled nearly wholesale, and the French, well, they seem to be underachieving on every front. Milram, the only ProTour team in Germany, will end their sponsorship commitment at the end of this season. Doom? You’re soaking in it.
That brings us back to Bjarne Riis and his Saxo Bank team. Among the ProTour horde, Saxo Bank stands out. They have dominated the Spring Classics through Fabian Cancellara, a rider who will also bring them Grand Tour stage wins in any race against the clock. They also have the Schleck brothers, Andy and Franck, who, in addition to contending for GC honors in the Tours, also represent the fresh, young face of cycling. Few teams bring to the ProTour what Saxo Bank brings, and much of that is down to their owner and manager, Riis.
And now that Saxo Bank is ready to end its sponsorship of the team, it is Riis scrambling around to find funding for what is, arguably, the best team on the continent. The irony is that Riis himself is a repentant former doper, who confessed, without coercion, to having won the 1996 Tour de France with the help of the blood booster erythropoietin (EPO), even offering to give back the yellow jersey he won that year.
A polarizing figure in cycling, Riis is clearly at the forefront of modern team managers, bringing new training techniques and technical innovations to the table more aggressively than any other. Many cycling fans are ambivalent about his influence though, disgusted with his participation in the drug culture of the late ’90s peloton, but intrigued by the performance and tactics of his team. Never a particularly warm presence, Riis has managed his team in the same ruthless way he raced. It wins races, if not always fans.
So now it’s down to this man to find a title sponsor for his team. It’s a proposition that tests the very premises of continental racing. Can a former doper with the best squad on two-wheels secure the funds? There is probably not a more valuable commodity than Team Saxo Bank, not a better end product to sell. But Riis may well be his own albatross. The deal maker might just be the deal breaker.
And this dilemma is not peculiar to this team. Every continental team has baggage to contend with when talking to sponsors. That is what makes Saxo Bank such a clear litmus test for the ProTour.
Let’s not be too dramatic. Pro cycling will not die. Where teams fail, others will spring up, but the new shoots of growth might come from unexpected sources, Australia or Japan maybe. The UCI has undertaken a globalization project for the sport. This can be looked at as either an effort to grow into new markets, or a tacit admission that the peloton has simply poisoned the well in mainland Europe.
Let’s hope this isn’t the case. Whether we like him or not, let’s hope that Bjarne Riis can present a business plan that overcomes the trepidation that must come from shaking hands with a former cheat.
Image: John Pierce, Photosport International