There was an interesting quote on Wielerflits about the problems of cycling sponsorship:
"In 2017 I visited Floris Weisz at IMG's Asian headquarters in Singapore. He negotiates daily for worldwide TV rights for various major sports. Weisz emphasized that, globally, cycling is no bigger than handball and judo. Outside of nine European countries, only Australia, Japan, Colombia and to a lesser extent the United States are interested."
I think cycling fans probably overestimate how big the sport actually is. If I look at my own country, the Netherlands where it's supposedly the biggest sport (according to Tim Cook
), viewing numbers for cycling are actually quite low. And it's also never trending on Youtube or other social media, whereas football or Formula 1 are, constantly. Young people, and certainly minorities, don't care about cycling. They'll have vaguely heard there's a Dutch team that's doing quite well right now, but that's all they'll know about it.