The Curious Case of Team Qhubeka-ASSOS
How can a niche company like ASSOS afford a WorldTour title sponsorship?
After it was announced that the NTT team would continue in 2021 with niche cycling clothing brand ASSOS as a title sponsor as Qhubeka-ASSOS, I sent out a brief reaction wondering how such a relatively small company could afford a sponsorship at that level and commenting about how the subsequent budget reduction could leave all parties thoroughly underwh…
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