🔗 Why Pogačar rides on a car tire brand

Why are pro cyclists like Tadej Pogačar riding on tires made by car manufacturers? Jan Heine reveals the surprising truth behind tire sponsorship in the Tour de France. While companies like Continental dominate road racing sponsorships, it's primarily car tires being promoted, not bike tires. With costs running into millions, small brands struggle to compete despite offering quality products. Heine highlights that while small makers find success in gravel races, the high stakes of pro cycling often favor larger brands willing to invest heavily. The article provides an insightful look into the financial strategies behind sponsorships in elite road racing, illustrating how marketing priorities can overshadow the sport's rich cycling heritage.