Uncle Phil wrote:
And the best, most efficient way to accomplish that is to bankroll a superstar triathlon team?
It's a supplemental sponsorship. All these athletes already have a full raft of sponsors, and BE13 doesn't create any sponsor conflict (it doesn't compete with any of the existing sponsors)....it's just extra $$$ for the top pros, so probably not as costly as being a bike or shoe sponsor.
From an SEO standpoint it gets them high quality links from all the athletes' websites, plus lots of links from press releases and media articles. Kinda a dumb strategy IMO, since they won't displace wikipedia at #1.
Pure speculation: the concept was to sponsor a tri team anyway (just like Ball sponsored Rock&Republic, or Tinkof's cycling team), and the idea to add the "13" on the end was someone's "bright idea" on how to get some extra value.
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