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Jumbo - QuickStep merger

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Interesting comment from Pete Kennaugh on todays podcast. Said he was at a gig with Bessel Kok who is part of the 80% ownership of Quickstep team along with Bakala. Extremely wealthy. Pete said the discussion was around them and other teams creating a new cycling league along the lines of motogp consisting of super teams and every rider races every race. This might well explain this merger being preparation for that happening. Quite the twist!
I tingle w excitement at the idea of talent participating outside the UCI and AOC framework and a company like Amazon could fund races w purses substantially higher.. With real interaction there is no reason not to have crowd sourced prizes available for mountain passes or intermediate sprints.. I would gladly put up a little money using PayPal or Google pay or Apple pay to shake up a race..and already you can see in the past few years teams have gone in a completely different direction for promotion and producing movies and social media videos about the team and team life..videos in the bus,hotels, training camps,ect..and all increasing brand awareness..
 
I read 20 mil somewhere, but either way the proof is in the pudding, when 15 mil doesn't buy you a name sponsorship anymore, it makes sense that Jumbo has to bow out - we have to remember they are a minor supermarket chain internationally, so as sponsorship prices rise they can't justify the investment anymore.
It's hard to say how much Jumbo paid, since also sponsors like Hema, Gorillas were sponsor because of Jumbo. Maybe even the Unilever brands (Calve, Lipton, Unox). They sponsored the 3 Jumbo-Visma cycling teams, a speed skating team and Dutch grass roots cycling events. And where to put the Jumbo Food Coach app? Which amount do we want to know?
 
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I think you are reading too much into it. Amazon probably spends more than $15M a day on toilet paper for their employee bathrooms in the US (sarcasm, but not really).

I have no idea of Amazon's presence in Europe, but I would assume that is why they are spending this trivial amount of money (for them), to increase brand awareness in Europe. If it was US consumers they were marketing, there would be zero chance they would be spending money on the European peloton. For example, there are probably less than 100,000 Americans (and that is being generous) that have ever heard of Jumbo or Visma, or have any idea that is the name of a professional cycling team.

A quick internet search turns up Amazon's annual advertising budget is $20B US ... so they are spending 15/20000 or 0.00075 of their annual advertising budget on this endeavor. This money probably came from some European middle manager's discretionary spending account.
I enjoy your angle and am reminded of just a few posts ago some were saying that $15-20 million was a mountain of money, and to a person it is,but your math shows that it's money that a mega corporation or oil Royal has in their sofa cushions or ashtray of 1 of their cars. In Mexico there is not good, reliable mail service and Amazon is present but nothing like the US and they are trying to condition the public to send packages to Amazon drop boxes located at grocery stores and convenience stores.. Would be curious to see if you have a phenomenon we call porch pirates... Guess we will wait and see..
 
That's the part I can't answer. Apparently, things have accelerated on the Dutch side. But I have no idea in what capacity Amazon will come on board. Maybe it's about content creation, internal productions, I don't know,” Lefevere said.


“The fact is this: with three parties – Soudal, Quick-Step and Visma – everyone can find their place 'proportionately.' With Amazon as a fourth party, this is no longer possible. As far as I know, there was no mention of their
arrival last week. So yes, this could be a game changer.”

What does this even mean? Content creation? Internal productions? I hate this business mumbo-jumbo, no pun intended, but I come from the humanistic sciences and don't understand.
 
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That's the part I can't answer. Apparently, things have accelerated on the Dutch side. But I have no idea in what capacity Amazon will come on board. Maybe it's about content creation, internal productions, I don't know,” Lefevere said.


“The fact is this: with three parties – Soudal, Quick-Step and Visma – everyone can find their place 'proportionately.' With Amazon as a fourth party, this is no longer possible. As far as I know, there was no mention of their
arrival last week. So yes, this could be a game changer.”

What does this even mean? Content creation? Internal productions? I hate this business mumbo-jumbo, no pun intended, but I come from the humanistic sciences and don't understand.
Social media, documentaries, content creation
 
So, propaganda. That I understand.
Look at all the efforts so far..lukewarm reception at best.. Jayco had it.. inside the bus and hotels.. There were a series of videos over the last couple of years w Movistar and an effort to showcase a little of Peter Sagan early season in the dream that his final season was magical.
View: https://m.youtube.com/watch?v=PMIF4IyDM6o&pp=ygUXanVtYm8gdmlzbWEgZG9jdW1lbnRhcnk%3D

View: https://m.youtube.com/watch?v=psRm4e_nuWw&pp=ygUXanVtYm8gdmlzbWEgZG9jdW1lbnRhcnk%3D


I would say these are good to average and if you were to do a cost analysis about cost of production and how many views.. Looks pretty expensive for the exposure..
This video is 4 days old.. Look at the number of views.. Here's another that is a couple of months old..
View: https://m.youtube.com/watch?v=bef8QLNHubw&pp=ygUJYmFkIGJ1bm55

So if bike race teams want to attract people, new and existing fans they better do something different on the content side..
Propaganda is only good if someone sees it or listening to it.. cycling has been mostly asleep in the media.. and as was pointed out by many, the ability to follow, riders,races and teams have vastly improved over the last @20 years.. but so has everyone else. We can only hope Amazon will step up the game a little
View: https://m.youtube.com/watch?v=sd3N_64nlDI&pp=ygUcbW92aXN0YXIgY3ljbGluZyBkb2N1bWVudGFyeQ%3D%3D

View: https://m.youtube.com/watch?v=eNOuZfdG53M&pp=ygUcbW92aXN0YXIgY3ljbGluZyBkb2N1bWVudGFyeQ%3D%3D


This is Movistar and DSM spent time and money on and you see how many people clicked on it
 
Wielerflits reported that despite the hefty chunk of money Amazon were reportedly putting up, they wouldn’t be coming on board as a titular sponsor, which seemed odd. Turns out, it made complete sense, as the latest we’re hearing is that the €15 million isn’t an amount being delivered in cold hard cash to pay rider wages and fill the buses’ fuel tanks, but is a figure of prospective ‘media value’ that one of the world’s largest companies would be providing to the Dutch team.

Yes, Amazon is paying Jumbo-Visma in exposure.

 
Wielerflits reported that despite the hefty chunk of money Amazon were reportedly putting up, they wouldn’t be coming on board as a titular sponsor, which seemed odd. Turns out, it made complete sense, as the latest we’re hearing is that the €15 million isn’t an amount being delivered in cold hard cash to pay rider wages and fill the buses’ fuel tanks, but is a figure of prospective ‘media value’ that one of the world’s largest companies would be providing to the Dutch team.

Yes, Amazon is paying Jumbo-Visma in exposure.


Wielerflits will also be on their jerseys next year as they are also definitely paying them in exposure.
 
Look at all the efforts so far..lukewarm reception at best.. Jayco had it.. inside the bus and hotels.. There were a series of videos over the last couple of years w Movistar and an effort to showcase a little of Peter Sagan early season in the dream that his final season was magical.
View: https://m.youtube.com/watch?v=PMIF4IyDM6o&pp=ygUXanVtYm8gdmlzbWEgZG9jdW1lbnRhcnk%3D

View: https://m.youtube.com/watch?v=psRm4e_nuWw&pp=ygUXanVtYm8gdmlzbWEgZG9jdW1lbnRhcnk%3D


I would say these are good to average and if you were to do a cost analysis about cost of production and how many views.. Looks pretty expensive for the exposure..
This video is 4 days old.. Look at the number of views.. Here's another that is a couple of months old..
View: https://m.youtube.com/watch?v=bef8QLNHubw&pp=ygUJYmFkIGJ1bm55

So if bike race teams want to attract people, new and existing fans they better do something different on the content side..
Propaganda is only good if someone sees it or listening to it.. cycling has been mostly asleep in the media.. and as was pointed out by many, the ability to follow, riders,races and teams have vastly improved over the last @20 years.. but so has everyone else. We can only hope Amazon will step up the game a little
View: https://m.youtube.com/watch?v=sd3N_64nlDI&pp=ygUcbW92aXN0YXIgY3ljbGluZyBkb2N1bWVudGFyeQ%3D%3D

View: https://m.youtube.com/watch?v=eNOuZfdG53M&pp=ygUcbW92aXN0YXIgY3ljbGluZyBkb2N1bWVudGFyeQ%3D%3D


This is Movistar and DSM spent time and money on and you see how many people clicked on it
Most of the Jumbo documentaries aren't available for free on Youtube though. Because they are on... you guessed it... Amazon Prime.

Wielerflits will also be on their jerseys next year as they are also definitely paying them in exposure.
Wielerflits should pay them, without them that website wouldn't exist.
 
Look at all the efforts so far..lukewarm reception at best.. Jayco had it.. inside the bus and hotels.. There were a series of videos over the last couple of years w Movistar and an effort to showcase a little of Peter Sagan early season in the dream that his final season was magical.
View: https://m.youtube.com/watch?v=PMIF4IyDM6o&pp=ygUXanVtYm8gdmlzbWEgZG9jdW1lbnRhcnk%3D

View: https://m.youtube.com/watch?v=psRm4e_nuWw&pp=ygUXanVtYm8gdmlzbWEgZG9jdW1lbnRhcnk%3D


I would say these are good to average and if you were to do a cost analysis about cost of production and how many views.. Looks pretty expensive for the exposure..
This video is 4 days old.. Look at the number of views.. Here's another that is a couple of months old..
View: https://m.youtube.com/watch?v=bef8QLNHubw&pp=ygUJYmFkIGJ1bm55

So if bike race teams want to attract people, new and existing fans they better do something different on the content side..
Propaganda is only good if someone sees it or listening to it.. cycling has been mostly asleep in the media.. and as was pointed out by many, the ability to follow, riders,races and teams have vastly improved over the last @20 years.. but so has everyone else. We can only hope Amazon will step up the game a little
View: https://m.youtube.com/watch?v=sd3N_64nlDI&pp=ygUcbW92aXN0YXIgY3ljbGluZyBkb2N1bWVudGFyeQ%3D%3D

View: https://m.youtube.com/watch?v=eNOuZfdG53M&pp=ygUcbW92aXN0YXIgY3ljbGluZyBkb2N1bWVudGFyeQ%3D%3D


This is Movistar and DSM spent time and money on and you see how many people clicked on it
Ok but cycling is a niche sport globally. You follow it, either because you practice it or your dad watched Hinault and your grandad Gimondi. Now they need to render cycling sexy for a youth that wouldn't dream of suffering, let alone on a domestique's wage, compared to football.
 
Ok but cycling is a niche sport globally. You follow it, either because you practice it or your dad watched Hinault and your grandad Gimondi. Now they need to render cycling sexy for a youth that wouldn't dream of suffering, let alone on a domestique's wage, compared to football.
Point well taken and it's been at issue in all disciplines of junior bike racing for boys and girls. They have tried school team mountain bike racing w limited success, tried programs at velodromes were they have bikes for loan so you don't have to spend tons of money on a sport you don't know you like. Getting people interested in bike racing is uphill..
As was mentioned by someone here, cycling movies and documentary films are available on Amazon Prime, for those unfamiliar it's service level upgrade that's approximately $100 dollars and you get expedited shipping on your Amazon purchases and access to Prime Video.
So I will say officially to Team Visma..if you are thinking, or being told by anyone including some Amazon marketing execs that they can add millions in value to your team through their media expertise..laugh in their face and walk out of the room.. The only aspect of Amazon that is a dismal failure is Prime Video.. I have it free and spend more time looking through the catalog for something to watch than actually watching anything.. Saying it's terrible is a compliment..
If you want Wout or Remco or Jonas to be household names, have marketing power to sell pizza and cars, bicycle stuff Amazon video ain't the place.. If they are giving credit and not cash it's worthless..
 
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Ok but cycling is a niche sport globally. You follow it, either because you practice it or your dad watched Hinault and your grandad Gimondi. Now they need to render cycling sexy for a youth that wouldn't dream of suffering, let alone on a domestique's wage, compared to football.
Most sports are niche globally.

Badminton is the 2nd largest participation spot in the world, but barely big enough to qualify as niche in North America.

Field Hockey is the 3rd largest participation sport in the world, but very niche in most of Europe.

The all- American pastime Baseball is virtually non-existent in Europe, Africa and much of Asia (Japan being a very notable exception).

A sport doesn't need to be global to be viable for global brands to invest in it, it just needs to penetrate markets and demographics the brand wants to reach effectively.

The biggest problem for cycling is, still today, that many brands are scared of their name becoming synomynous with a scandal, especially in this day and age where the next SoMe shitstorm is right around the corner.
 
Point well taken and it's been at issue in all disciplines of junior bike racing for boys and girls. They have tried school team mountain bike racing w limited success, tried programs at velodromes were they have bikes for loan so you don't have to spend tons of money on a sport you don't know you like. Getting people interested in bike racing is uphill..
As was mentioned by someone here, cycling movies and documentary films are available on Amazon Prime, for those unfamiliar it's service level upgrade that's approximately $100 dollars and you get expedited shipping on your Amazon purchases and access to Prime Video.
So I will say officially to Team Visma..if you are thinking, or being told by anyone including some Amazon marketing execs that they can add millions in value to your team through their media expertise..laugh in their face and walk out of the room.. The only aspect of Amazon that is a dismal failure is Prime Video.. I have it free and spend more time looking through the catalog for something to watch than actually watching anything.. Saying it's terrible is a compliment..
If you want Wout or Remco or Jonas to be household names, have marketing power to sell pizza and cars, bicycle stuff Amazon video ain't the place.. If they are giving credit and not cash it's worthless..
High school MTB has been very successful from what I've seen in the US.
 
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Most sports are niche globally.

Badminton is the 2nd largest participation spot in the world, but barely big enough to qualify as niche in North America.

Field Hockey is the 3rd largest participation sport in the world, but very niche in most of Europe.

The all- American pastime Baseball is virtually non-existent in Europe, Africa and much of Asia (Japan being a very notable exception).

A sport doesn't need to be global to be viable for global brands to invest in it, it just needs to penetrate markets and demographics the brand wants to reach effectively.

The biggest problem for cycling is, still today, that many brands are scared of their name becoming synomynous with a scandal, especially in this day and age where the next SoMe shitstorm is right around the corner.
The American/US market suffices to make baseball a huge profit maker. Same for football, which isn't watched much outside the US or football/soccer which is played extensively throughout the US, but isn't watched at the pro level the way elsewhere around the globe. The problem with cycling is that it has lost ground to Formula 1 in Europe and is only the third most popular sport on the continent. What you say about scandal is true, but then there is also a great problem with safety on the roads. Kids today, especially in the big urban zones, are less likely to take up cycling as a result. And the cities are the way of the future, with work opportunities diminishing in the countryside. Plus it's become too expensive. A proper racing bike today costs at least 3.5-4 thousand euros. The only bicycle race that has real marketing value to investors is the Tour, after which only crickets are heard.
 
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