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Is Cipollini's exclusion better for Domina Vacanze?(5 posts)

Is Cipollini's exclusion better for Domina Vacanze?TJeanloz
Jun 9, 2003 7:10 AM
After reading the umpteenth press release admonishing Jean-Marie LeBlanc for excluding Mario Cipollini from the Tour, I can't help but think that the sponsor is winning either way. In fact, it might be better for the sponsors to have a controversy that he isn't riding, than have him ride. Sponsorship is all about promotion - getting the sponsors' names in the news / on TV. If Cipollini rides, he wins what, at most 4 stages. That puts him in the news for four days, four podium shots, etc. If he's excluded, he's in the news complaining for two months. Every day his team, sponsor, or advocate releases some statement about his exclusion, keeping him right up on the European sports scene.

I have to say that his team has taken lemons and made lemonade - but I wonder if it isn't their strategy from the beginning, to get more, better press by causing controversy than by winning (but Cipo would NEVER do that...).
No, because...Dwayne Barry
Jun 9, 2003 7:25 AM
right now the media exposure, while better than none, is isolated in the cycling press or at least outlets that normally cover cycling. The attraction of the TdF to sponsers of cycling is that it goes to a much broader audience than they normally access. By not being selected DV misses that no matter how much complaining they do now.
The story is being covered on the news in Europe,TJeanloz
Jun 9, 2003 7:29 AM
And it's not like the New York Times would run coverage of a Cipo win...
I don't know about that...Dwayne Barry
Jun 9, 2003 7:42 AM
seems like US newspapers do report on TdF stages now, usually just a paragraph or two.
I don't know about that...russw19
Jun 9, 2003 8:34 PM
ESPN did a quick 10 second piece on Sports Center when Cipo broke Binda's record and they did another 10 second piece on Simoni winning the Giro... but they usually talk about the Tour even thought they don't air it anymore.