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There's possibly also the issue that most of the racing is in Europe. How much trade is Aus doing with Europe to the point where advertising in EU is going to benefit an Aussie company?
hippy-
It’s cache and probably a pet project of the CEO. There’s no way anyone, except maybe a bike brand, can argue that sponsorship pays off.
It’s true in almost all sports, isn’t it? I’m trying to think of one sport where an advertiser can truly make a good ROI... it’s usually about the free passes, the tent out the back and the CEO’s ego.
Maybe I’m cynical.
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And Andy Schleck...? I know he gets mixed views on here, but I enjoyed reading this at least: http://www.cyclist.co.uk/in-depth/3863/as-a-professional-you-always-live-from-one-goal-to-another-the-sad-thing-is-you-don-t
kwdm
Engineering101
Isn't it a natural consequence of Australia's appalling attitude towards cyclists? If the media treat them as second class citizens then it becomes a very hard sell to the size of company you need to attract to sponsor a WT team.