The cautionary tale of a Tour de France sponsor

Santini pays millions to supply jerseys to the Tour de France. Does it matter if the best riders sometimes go out of their way to avoid them?

Welcome back to Club Sportico, where we break down the intersection of sports and money—with an extra bit of humor and opinion. Today, we’re talking about millions and milliseconds 🚴💨.

I’ve been obsessed this week with the story of a Tour de France sponsorship gone wrong. Or maybe gone right? You be the judge.

First the backstory: Italian cycling bran…