Originally Posted by
spectastic
one could argue that the sponsors give them to pros. the roadies see the pros use it, so they use it and buy it from the sponsors. It's the wonderful game of marketing that cycling is so good at...
That's often not how it works. Top pros demand the equipment that works for them, and the providers of that equipment end up as sponsors. For example Speedplay is a small privately held company with not a big marketing budget. Many elite teams are on Speedplays because riders on the team insisted upon them.
http://velonews.competitor.com/2010/...he-tour_128526
Other examples outside of pedals; Ulrich used to buy his own Lightweight Wheels, with no sponsorship, and its been widely known for years that top riders often had frames built for them other than their sponsor's bikes.
Bicycle equipment used at the highest level of cycling is selected because it works for the purpose, within the confines of UCI regulations.
Its debatable how much the average recreational rider benefits from such technology, but its just flat silly to suggest that pro riders use clipless pedals because their sponsors tell them to.