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Reasons for the differing perception of sponsorship in cycling
The survey breaks down why cycling sponsorship feels more authentic to fans — from financial dependency awareness to caravan tradition and jersey identity.
PREMIUM
Source
Source
ONE8Y
Survey date
Survey date
07/20/2026
Survey country
Survey country
Germany
Sample
Sample
n=793 people interested in cycling (top 2 on 4-point scale), of which n=588 interested in the Tour de France and n=490 followers of the Tour de France
Question
Question
What makes the difference for you in why advertising/sponsorship in cycling is perceived differently than in other sports? (multiple answers possible; aided answers)