Sponsoring in cycling, as in all sports where money is somehow made, is widespread. But how far can the love of money and the refinancing of sport actually go? Due to a discussion that was just taking place in the Facebook group road bike (11.648 members) was conducted and then deleted, I would like to take up this topic again. Because this situation shows us the following.- We all scream here when a company has money for sponsorship
- We do not question the sponsor ethically
- We like to question the others
Sponsorship is a great thing
Every athlete secretly dreams of being paid for their sport or at least having their expenses reimbursed. It starts with the little ones who have a sponsor for the jerseys in the football team and ends with over 50 bike tourers who blog about their experiences and are given a few goodies here and there. These goodies start with energy bars and extend to expensive hardware such as digital cameras or even press trips with training camps. No: I don't get anything like that, I'm still too young for that. Yes: Of course people are happy to accept this test material.
The post on Facebook
What was it about?
Someone posted a selfie to the Facebook group showing that person's Jedermann team. This team even has a sponsor, namely a spirits manufacturer. Now a discussion broke out about whether a sponsor from the area of alcohol in sport should be represented.
As I said, the discussion was deleted from the group after a short time.
The whole thing made me think a bit. In fact, I find a sponsor who sells alcohol or cigarettes or even McDonalds as a sponsor of an athlete or a team more than questionable, because sponsors are not advertisers where it is clear that they are advertising. Of course, each of us is aware that sponsorship is also a form of advertising. However, sponsoring sticks directly to the athlete and thus ensures an indirect advertising message. I would call it native advertising, to use the technical jargon.
If I were to identify a category that was no longer allowed to sponsor, I would exclude all companies whose products are addictive. Of course there would be alcohol and cigarettes, but BEFORE all of them betting providers. The fact that BWIN is so big in sponsorship is, in my opinion, an impossibility. Here athletes and teams advertise for a betting provider, is it still possible?
The classic sponsors
The big question is of course whether the classic sponsors are enough. When I say classic sponsors, I mean outfitters for the respective sport. In the case of racing cyclists, that would be bicycle manufacturers, groupset manufacturers, manufacturers of wheels, clothing, and, and, and…. This would ensure the basic structure, the equipment. In addition, there would be other sponsors from all known areas, apart from those mentioned above.
Conclusion
I'm not quite sure myself whether I would turn down an offer from a company that I just described as negative. Refinancing your own hobby would be too tempting. But it is obvious – for me at least – that such a sponsor is not ethically justifiable in the sports sector. Every successful athlete should think twice about who he or she is selling to and yes, it is always a question of personality whether I can represent my sponsor at any time.
With regard to the discussion in the Rennrad Facebook group, I unfortunately have to say that deleting the discussion cannot be a solution. I hope the sponsor didn't get in touch, because you shouldn't have gone into that. Of course I don't want to imply anything here!