Rapha and Team Sky to part ways at theend if the 2016 season
Discussion
IroningMan said:
Quite. I suspect it's likely to be to do with Team Sky needing a kit sponsor who can afford global rates - and I doubt Rapha want to take the mass-market route that they'd need to go down to justify the budget.
I think given their rapid expansion they've probably already had the impact/saturation they wanted, and are choosing this point to finish it. It's only going to be marginal gains for them to continue the relationship now. You only have to cycle round RP of an evening to see an absurd amount of Rapha kit. From a marketing perspective it had run its course for Rapha - they have benefited from massive exposure during the contract but putting myself in the shoes of the team at Rapha they are now being associated too strongly with Sky and that isn't right for the brand anymore.
My guess is they will step back from the World Tour and focus more on experiential marketing, possibly while continuing with some smaller teams where the fit is better - CX, Wiggins and so on.
I also agree that the best fit for Sky now would be someone like Nike or Adidas, a massive global brand able to throw a lot at R&D and make use of the 'marginal gains' philosophy in their own marketing.
My guess is they will step back from the World Tour and focus more on experiential marketing, possibly while continuing with some smaller teams where the fit is better - CX, Wiggins and so on.
I also agree that the best fit for Sky now would be someone like Nike or Adidas, a massive global brand able to throw a lot at R&D and make use of the 'marginal gains' philosophy in their own marketing.
I'm finding the discussion really interesting, so thank you to all contributors.
I find the whole sport of cycling interesting, and that includes the business side of things. I'm a little surprised to hear that there is a huge cost associated with being an equipment supplier to a team, but perhaps that explains why Sky are now in Sidi shoes, not Bont shoes.
I appreciate it's a business, and I appreciate Sky are in a stronger position to negotiate having won 3 of the last 4 TdF's, but still, I kind of thought "Technical Partners" would bring product and ability to innovate with Sky to the mix, more than just outright cold hard cash.
If the bill has gone up significantly, I can see why Rapha is struggling to afford it.
I'm looking forward to some discounted roll-out product at the outlet in about 18 months time though.
(Also, sorry about the thread title, I was on my phone.)
I find the whole sport of cycling interesting, and that includes the business side of things. I'm a little surprised to hear that there is a huge cost associated with being an equipment supplier to a team, but perhaps that explains why Sky are now in Sidi shoes, not Bont shoes.
I appreciate it's a business, and I appreciate Sky are in a stronger position to negotiate having won 3 of the last 4 TdF's, but still, I kind of thought "Technical Partners" would bring product and ability to innovate with Sky to the mix, more than just outright cold hard cash.
If the bill has gone up significantly, I can see why Rapha is struggling to afford it.
I'm looking forward to some discounted roll-out product at the outlet in about 18 months time though.
(Also, sorry about the thread title, I was on my phone.)
pablo said:
Personally I can see it being a new entrant to the market but with a sports/technical clothing background, someone like Puma maybe?
I know diddly-squat about it but Under Armour are making big inroads to sports/technical clothing. Do they have a cycling presence already? If not, they could be the sort of company to chuck some serious money at it I think.I don't think Sky have a shoe sponsor, Wiggins used Bonts or Giro, Geraint uses a mix of all sorts by the looks, Bontrager also suppied a few pairs too, Froome is the only one with the Sidi affiliation on a personal basis I think.
Under Armour is a good shout, they have klout and are not currently in cycling
Under Armour is a good shout, they have klout and are not currently in cycling
Movistar are supported by Endura and from what I have read, Endura have done loads to help make the fit and material more suitable and Movistar are very happy with the results. I think its a lot about finding the right partner, someone who is the right size to work with and can offer some technical advantage.
I do like innovation in clothing though and although its a simple idea, who ever came up with the bottle carrrying vest at Tinkoff/Sportful was a genius!
I cant see Assos sponsoring anyone, they make a big thing about the "Sponsor Yourself" marketing and I think association with Sky would put off a lot of their present customers.
I do like innovation in clothing though and although its a simple idea, who ever came up with the bottle carrrying vest at Tinkoff/Sportful was a genius!
I cant see Assos sponsoring anyone, they make a big thing about the "Sponsor Yourself" marketing and I think association with Sky would put off a lot of their present customers.
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