Quite the article in today's (Friday the 22nd) Wall Street Journal regarding sponsorships of cycling teams. Turns out that Europcar has garnered results way beyond their most optimistic hopes for publicity this year. The article is on page B7 in the Marketplace section. I think you'll probably be able to find it on WSJ.com for the next day or two, if you don't have access to the paper.
By the way, Europcar is picking up two-thirds of the team's 6.5 million Euro ($9.2 million) budget for this year.