Sympathy for the Devil
I’m not an especially big fan of the UCI, but don’t let the apparel fool you—they’re far from useless. In the past two decades, the governing body has actually made some pretty solid steps for the sport.
When I began following cycling about a decade ago, most sponsors were essentially unknown to me—small French and Italian firms like Bonjour and Pata-Chips. But a concerted effort from the UCI to entice bigger, more secure, more international backers has lead to a host of brands I’d heard of before—Columbia, HTC, Discovery Channel, T-Mobile, Skype, RadioShack, Garmin, Transitions, Chipotle, to name a few—at least dabbling in the sport since then.