That's not why they are struggling to find a sponsor though. They didn't sign all these riders and now think: wait, this has become too expensive. It's just because their main sponsor quit, and as explained, Jumbo weren't as huge a sponsor as some people believe: little over 10 million a year, for cycling and speedskating combined. So let's say the men's cycling team gets 9 million of that, and I'm being very generous here. That they struggle to find even that kind of money is not because their team is too expensive, but because cycling has a serious problem. It's either Middle Eastern money or sugar daddies like Zdenek Bakala that keeps these teams afloat.
Jumbo was also basically a sugar daddy: it's a family owned company. But the family have found themselves in some troubled waters this past year. The father died and the son is in jail for money laundering. Sports sponsorship is not top of their priorities list.