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Nolte

Races with sponsor names in the title

This had came up in conversation with my brother during Amstel gold race

A couple came to mind - Amstel gold race, an post ras, zlm ster, eneco tour, het nieuwsblad, euroeyes classics (formerly hew and vattenfalls), amgen tour of california so  there isn't that many races that go by a sponsors name

Of course then again such as euroeyes, google had to give me the name so it lacks traction

Then again another point, due to the necessity of local support and financing from host regions, most events have their biggest benefactor in the race name already being their local authorities
HuwB

The Henninger Turm sure sounded better than the Eschborn-Frankfurt Rund um den Finanzplatz. Razz
Fontfroide

How about the "de" in Tour de Yorkshire?  French money?
Boogerd_Fan

previous Jacobs Creek TDU
Biosphere

Well this would have been the week of "Giro del Trentino Melinda", were it not for the cross border expansion. The giant apples at the side of the road mean they're still around. The notion of a brand of apples is a bit peculiar, but I used to have one every day for dessert from the Italian works canteen, so I supposed the advertising rubbed off on me.
Nolte

Biosphere wrote:
Well this would have been the week of "Giro del Trentino Melinda", were it not for the cross border expansion. The giant apples at the side of the road mean they're still around. The notion of a brand of apples is a bit peculiar, but I used to have one every day for dessert from the Italian works canteen, so I supposed the advertising rubbed off on me.


Though it could be too that some races with sponsors in title we miss due to not being aware that they are sponsors. I wouldn't have realised Melinda as a brand of apples
Biosphere

A brief history of apples

http://www.wipo.int/ipadvantage/en/details.jsp?id=908
HuwB

One pretty well known one is The Skoda Tour of Luxembourg.
The E3 is actually the Record Bank E3 Harelbeke
Jacob's Creek became Santos for the TDU

Others:-

Prudential Ride London-Surrey Classic
PostNord Tour of Denmark
and of course, The Larry H.Miller Tour of Utah.
Fontfroide

We can do the same thing to stadiums. A few year back NONE of them were called after a brand name.  "Naming rights" did not cost anything.  Nowadays, even the semi-scared jerseys of the French and All Blacks teams are bought and sold.  In case you wonder what "Altrad is, next time you see the French rugby team, it is for Altrad Scaffolding, owned by one of the richest men in the South of France.  He was born in the desert of Syria, but gradually made his way to France got rich and famous.  Mohad Altrad.

Commodification of everything.  I am always pleased that French football has resisted the naming rights very well.  An no one has yet bought "Old Trafford".
Biosphere

There's also the Herald Sun Tour.

Cancellara didn't win the Strade Bianche 3 times either Wink Originally did his bit to promote the struggling Italian bank Monte Paschi.

I know Amgen was mentioned in the original post, but it is surely the ultimate irony that the makers of EPO ended up having a race named after them  Laughing
Fontfroide

Biosphere wrote:

I know Amgen was mentioned in the original post, but it is surely the ultimate irony that the makers of EPO ended up having a race named after them  Laughing


Let's be brutally clear, they didn't "have a race named after them" (like a famous past figure, as an honour), they decided at corporate headquarters to buy the race.  And you are totally correct to point out the irony of it all.  Do you suppose anyone in the meeting mentioned that?  

Funny how there is a tendency arising, I suppose from somebody inside countries that I really don't know well, to name a team after a country, or the capital city in a country, like Astana, Bahrein Meridea or UAE-Emirates or even, if you ignore the name, Katusha.  But heck, if they have the money, they can buy what they wish.
Biosphere

Unless I'm missing some subtle point, your post makes it brutally clear that the race is named after them scratch

You mentioned "naming rights" yourself two posts up. Companies seek a cultural presence and it's one of the ways. Money lets them take the shortcuts that famous past honorary figures don't.
Fontfroide

Biosphere wrote:
Unless I'm missing some subtle point, your post makes it brutally clear that the race is named after them scratch

You mentioned "naming rights" yourself two posts up. Companies seek a cultural presence and it's one of the ways. Money lets them take the shortcuts that famous past honorary figures don't.


It is maybe a subtle point, perhaps so subtle it is not worth mentioning, apologies for what might even be called nit-picking.  I just meant that if a race is named with a hint of sponsorship, someone has not paid enough.  So the Amgen Tour of California added Amgen a few years back because Amgen paid enough.  Purely advertising, nothing to do with honour or memory or anything, just plain commodification.  So if the Tour de France ever gets called the Veolia Tour de France, or the Toyota Tour de France it is solely because they bought the name.  This is a tendency is sport, for money to have hugely disproportionate influence on what is, at the bottom levels, a fun sport.
billgull

Lest we forget that all-American classic: Tour de Trump

Yeah! That sorry ash-hole that is impersonating a president!

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