I like finding out what some of the sponsors are. Some are easy to guess, like Telefonica who sponsor the Vuelta Espana, and Esta The (Giro Italia). But there are others:
Wurth- Hardware
Dymo- Office equipment
Correos- Spanish mail service
Feldschlosschen - Swiss Brewery, sponsors Tour of Switzerland
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You can catch more flies with honey than with vinegar. That's great...if you want to attract vermin.