ROAD columns, recent and upcoming
Posted on 10. Mar, 2009 by Josh in Bike Racing, ROAD Magazine
I’ve posted my latest column for ROAD Magazine, discussing how a labor union would function in pro cycling and what it would take to create one. To summarize, the CPA can only make suggestions and is too closely tied to the UCI (i.e. management). But a union wouldn’t benefit the most influential riders financially or have any leverage in negotiations with ASO. So it’s unlikely to happen, even though it would help most of the riders. Here’s an excerpt from the column I just sent in:
… no one should criticize Lance for not lining AEG’s or anyone else’s pockets. Lance does his thing; it’s up to others in the sport – teams and race organizers – to make the most of any opportunities that he presents. Unfortunately, many of the others seemed to be saying, “We sell exposure to sponsors. Lance brings more exposure, so we should be able to sell more of it.” But this traditional sponsorship model is crumbling. Between the recession and the new ways that people consume media and entertainment, exposure isn’t worth what it once was.
So, cycling needs to move from monetizing exposure to monetizing engagement. By that I mean two things. The first is building sponsorship value around strong relationships with fans, rather than around media impressions. The second is directly charging fans for the entertainment product they receive.
photo by mnorri
