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As I understand it. But that's the thing isn't it, if you say 'thanks to X for the discount on our team kit' it doesn't sound as pro. I suppose it's the natural extension of wanting to be a pro - form your own team so you can pretend to be in one.
If cycling is the new golf micro cc's are the new _______?
Fox
Isn't it just a euph for "discounts on club kit bought from x"?