Sky Cycling Team

Up to a point; but these quotes from the Guardian are typical, I think, of how the team will be reported on in Britain:
"has signed a four-year deal to race with the new British professional squad Team Sky from 2010"
"the deal that took him to Britain's flagship squad".
And I don't think Sky's marketing department will be writing asking for a correction. They don't have to get their hands dirty creating misleading impressions: 'quality' journalism will do it for them.

Just goes to show the level of understanding in this country of pro tours. It's all about corporate sponsorship, always has been. The national pride angle is risible, like British people will only become interested in a sport if we have a national team competing. Sadly it's probably true, for those that aren't already interested.

Ashes fever? how many beery celebrators from this summer continued to follow "Eng-er-lund" on their South African tour? how many of them are genuine cricket fans who are just as interested in the Aus v WI fixtures?

Same with cycling, yes it's good that it encourages more interest, but I remember the times when Brit riders hardly figured in the TDF, yes we looked out keenly for their exploits, but really we watched it for the thrill of Cipo, Il Pirata , Abdou, Merckx...the list goes on.