I think Postal won the lottery with Lance. Having a champion ride for your team is huge most anywhere, but in the US, where cycling is normally a hummingbird size blip on the radar, Lance's accomplishments have reaped substantial benefits for USPS in terms of goodwill and name recognition. Despite what the General Accounting Office found, having your brand mentioned daily in every type of media is huge, and since winning is the only way it is going to happen in the States, Postal is extremely lucky. CSC also got a fair amount of press with Tyler. However, I think that their exposure was piggy-backed onto Lance's, and without Armstrong transcending the sport, Tyler and CSC's story would have received less notice in the mainstream press. I'm also not sure people outside of CSC's niche market really know who they are, or what they do. Most may not even know CSC is an American, and not Danish company. Maybe Bobby Julich will return to form and change all of that. Bottom line, if North America is the market you are after, it is a gamble. Chances are an American company will not get the same up-side from their sponsorship that Postal did until they have an American Tour champ.
As far as employees are concerned, I have seen both sides. My UPS guy loves it when I talk NASCAR with him. However, when I lived in Rochester, NY, KODAK employees were up in arms over the company paying millions to sponsor a Los Angeles theater and a racing team, when the employees at their headquarters were being laid off.
Last edited by Schiek; 02-12-04 at 11:26 AM.