I will readily admit that, after reading Lance’s first book, I went out a bought a pair of Oakley shades in the style he wears. It was his statement that Oakley and Nike were the only two sponsors that unhesitatingly stood by him. Oakley even put him on the payroll so he could get their health plan. So, now I’m an Oakley sunglasses wearer for life, just like Lance.
I’m another Oakley convert after reading Lance’s book. I can’t think of another large corporation that would do something like that for someone everyone thought was on death’s doorstep. I wear Giro helmets because I have worn them since Lemond was wearing them, so I guess you could call that inertia. I also like Nike’s running cloths, but only if I can get in at a big sale. I’m always interested in what the pro’s are using, but I don’t think it really influences my buying decisions. Chris
No influence from pro’s on large items. Now if I see a pro wearing a cool accessory (helmet, glasses, shirt, ect.) I may check it out.
I am influenced by local sponsorships at races. I drove to your store last Saturday to order a part I could have gotten at a much closer LBS. I spent an extra hour and a half and 10 bucks in gas, but you do things for the races and club I’m in and the closer one does not. I try to vote with dollars when I can.
On a big ticket item like a bike, sponsorship means nothing. For other purchases such as shoes, clothing, etc. I am incined to support companies that support our sport. I won’t buy Ralph Lauren after they dumped Tim DeBoom.
Tom, you pose a great question but I am less influenced to buy things rather than what things I will stay away from due to the company sporsoring someone. My best example is T-Mobile. They have had the best cell phone rates in my area since they first came out. They have a network sharing agreement with Cingular my current carrier, so I know the service would be just as good. However, I would never give money to a company in direct competition to US Postal and that endorses Jan Ulrich. I know that may seem lame but I also view McDonlands, Sprite/Coke, Adidas in the same light due to Kobe Bryant and his indigressions of moral choices.
I went to a sports marketing seminar a few years ago and they key note speaker was a researcher that had studied NASCAR fans. Through the years the typical fan was all about who they liked and who that person represented. In the late 90’s with the emergence of younger drivers decisions changed (thanks to Jeff Gordon.) People either loved or hated him and DuPont. There was a good example of some executive at some huge company in Florida that had a huge deal where DuPont was one of the possible suppliers and he wouldn’t give them the business b/c of thier NASCAR sponsorship.
Since then, I have always thought about sponsorships more in the ‘what I would stay away from’ light. I guess that makes me some kind of glass half empty - pesimist, but I can tell you that I bought a Trek road bike for training and have a QR Kilo for racing and neither purchases were influenced by Tim DeBoom, Lance Armstrong (OK maybe a little happy to support Trek & LA) but more for fit, price and availability.
Absolutely. I’m shopping for a car. Volvo wagon and Subaru Outback end up the two models that would fit budget, function, etc. I’ll be getting a Subaru because of their support of my sports, namely Ironman Canada and cross country skiing. Not to mention the ad revenue they pump through OLN providing my summer TV entertainment. Thanks Subaru! If Bud Light still sponsored the USTS, I’d be purchasing their product as well.
I think there’s also a critical mass concept at play. Years ago Spinergy “sponsored” just about any athlete who asked. They had their RevX wheels everywhere. So much so, that other athletes went out and got them thinking if everyone has them they must be good.
Would I buy just something because Mr or Ms X is racing in it? No, but I wouldn’t be considering it if the product placement wasn’t out there on the course and in race photos. They are more of a moving billboard than an endorsement. If the athlete is really good, they’ll pump the product in day to day life and it might lend some credence. But the drink/bar/bike of the day is less noticeable. I wouldn’t choose to buy a Trek, but I have to admit that it’s impressive to have an entire team riding “stock” frames when the rest of the peloton is on custom bikes painted for that year’s colors. It’s almost a sport to look closely at the Cyclesport photos to figure out who is riding what bike underneath the paint and stickers. Or what wheels have been rebadged. If Lance would actually do the entire Tour on publicly available stock Bontrager wheels (stage specific of course), I might have to give them a look when making a purchasing decision.
“If Lance would actually do the entire Tour on publicly available stock Bontrager wheels (stage specific of course), I might have to give them a look when making a purchasing decision.”
Just pray you never have to send them in for service.
"I let my sponsors choose my gear. "
HaHa!! Mr. Tibbs you’ve outdone yourself yet again. Love your sence of humor(spelled humour up here in Canada).
BTW, I’m sponsored by ebay.
What sells me most often is customer service reputation and solid warranties. The glamour and glitz may get my attention but its the former that makes the sale.
If you don’t honor sponsors, they will not honor you. If you love Triathlon, and want to see it grow as a sport, you should feel entitled to support companies that support the sport. It shouldn’t matter if you like the smell of Degree or not, you should use it to show you appreciate what they are doing. Same goes for the “official” rental cars of Ironman, the “official” airlines of Ironman, as well as the LBS’s or small businesses that support local events. Without them, the event’s just wouldn’t happen.
Tom:
You started it back in 2000 when you fit me on a Bianchi Tri-bike. After that I’m all about Celeste green and Bianchi Bikes.
I think sponsorships make gear less interesting. I don’t want anyone else’s logo on my gear. The only exception I make is for the Campagnolo logo, but that’s because of the history I’ve had with their brand. (Especially the Campy front wheel I put over 100,000 miles on between 1983 and 2001.)
I’m with record10. I try to purchase the products of the major sponsors of the events, however, sponsorship of pro athletes does not influence me much at all. I see the bike that Peter Reid rides and I think, “nice bike”, but I’m not going to rush out and buy one because he rides it. When you see how quickly athletes move from bike to bike depending on the sponsor of the year, it shows how much the $$$$ influences them vs. the performance of the actual piece of equipment. I believe that Peter Reid uses Xterra wetsuits but I’d bet he would be just as happy swimming in an Orca or Ironman or DeSoto (maybe more with the T1 from everything I’ve read) if they were giving him as much cash. Obviously, the stuff that the pros are using is not going to be junk but it is not always the best available choice. I know that I’d buy a Subaru for all the money they spend in triathlon (except that they don’t make a minivan or vehicle big enough to hold my family and my bike) and I have been running in Adidas shoes since they sponsor the Trisport series in Ontario (and they fit me well).
When I had sponsorships that influenced quite a bit what I had. But now a few things stand out.
I want excellent value for my money. Someone mentioned Ralph lauren clothing, I’ve never had a piece of clothing from them that lasted be it a tie, polo shirt, dress shirt, pants etc. They can sponsor my mom, wife, all the homeless but I’m not giving them another penny. Take Renn disc, I could have bought a zipp, blackwell, campy, hed or Accell (which I considered) but what benefit do they really offer over a Renn that can justify the higher cost? Will it make me significantly faster than the others. No.
I want a company that values customer service and employee knowledge. If the company sticks idiots on the phone, or the LBS has employees that don’t know their producs, are rude, don’t ask what brings me into the store (please Tom don’t have them say Can I help you?), or just don’t care I tend to think the products are not high quality. If you don’t care enough to educate your employees do you care enough to produce anything higher quality than lawsuit avoidance?
I notice what the pro’s use often b/c it shows what will be available next year. I like knowing that once it is race tested by the pro’s the majority of kinks will be worked out before it hits the shelves. I also noticed rebadged stuff. If company XYZ is putting their name on company ABC’s stuff to me it says three things. Either I have the product and the competitiors is better, I don’t have the product or the pro does not believe in the product if available, he is getting paid to support therefore the competitors is probably better. Says lots about the pro’s integrity to me as well.
Tom, it appears you are getting fairly predictable answers to this question. Someone already alluded to not being 18 anymore. The demographics of tri probably mean that most of us don’t buy on the influence of whether or not pro x or y uses a certain product. We may buy the latest and greatest that we saw pro x or y using, but not because they are using it. More likely, because ANYONE was using it successfully and the product appeals to us and we can be the first in the local transition area with it. That is a lot different from the under 25 crowd. Hell, if I’d had the $$ back then you could have sold me 10 Bottechias (or rebadged Looks if you want to get technical) JUST because Lemond rode them. Oakleys. . .same story. Giro helmets. . .still the same story. I’m a little older, more experienced, and wiser now, though.
But I AM influence by a company and how it supports the sport and its sponsored athletes. Oakley gets thumbs up in my book for supporting Lance. I like Cervelo’s approach to building, marketing and sponsoring. That doesn’t necessarily equate into buying decisions, but certainly gets my interest going in a company’s products.
Mostly I’m interested in products that work for me. I learned long ago that just because somebody famous uses something doesn’t mean its right for me.
The older we are, the more likely a sponsorship is only the door kicker. It takes a lot more than that to sell us something. I suspect that’s why you asked this question. You’re a little past the time when putting your favorite cyclist on a certain bike is going to automatically make you spend your life savings trying to copy their choice.
Hey TriBriGuy,
Great post with good observations.
I thought a lot today about how susceptible or impressionable I am personally to sponsorships and endorsements and I would have to be honest and say I am extremely influenced by them.
From watches to clothing especially. If something is more fashion than function I am very influenced by what athletes are using.
If it is functional like a bike, not so much so. But as far as fashion stuff goes, a much greater degree. Especially things like watches.
Hi Tom,
personally, it has little influence on my purchase.
I may be a little cynical but to what extent is their decision influenced by the cash component of the sponsorship. Looking at mid-level pros who may be struggling to make a living, how many of them would knock back a bike from any decent manufacturer if the opportunity arose.
The very top guys may be able to pick and choose but under that level I am not so sure.
An example may be Simon Thompson who has been around in Australian tri scene for a number of years with limited success. Last year he had to take out a loan to race overseas and now has qualified for the olympics. What chance are guys like that of having the cash to buy a top end bike on their own.
I’m not saying they sell their souls but I wonder if they had free choice of any bike how many pros would be on the same bike as they are now?
For me, it’s not so much that sponsorship influences my buying decisions as it increases my exposure to the latest and greatest. Without someone – most likely fast and famous – using the product, how would I ever know it exists?
Framebuilders are a good example … there are dozens of excellent but unknown framebuilders working domestically and abroad. Most, I’ve never heard of and will never see an example of their work. So, I’ll never by from them. When it comes time to pop for a tri frame, Guru will be on the short list because I’m familiar with their product and comfortable with what I would be purchasing.
“If I can finish 50th on a $600 bik and finish 50th on a $2K bike, then the latter is an idiot that spent $1400 bucks too much”
That brings up an interesting point. What if you could finish 45th on the $2000 bike? What if that was the difference between placing in your age group or just missing? …
That got me thinking. I bought two very expensive bikes last year. Of course I knew they wouldn’t make me faster. The by far most important factor for bike speed is genetics and training.
So there are lots of triathletes over here who are much faster than I am but on much cheaper bikes. So would I prefer to being faster ( by investing more time in training ) but having not the money ( by working less as I’m training more ) to buy the bikes I want? No, I would NOT want it that way.
Bikes are just bikes and there are other things I can buy by working more and training less. So I can live with being a slow guy on an expensive bike and have absolutely no problem being passed by riders on cheapo bikes.
Was I influenced from sponsorships. I don’t think so. I’m old enough to make my decision based on facts and not on trying to identify with pro triathletes.
regards,
Frank
<What do you prefer? Do sports sponsorships of athletes like Peter Reid, Norman Stadler and others affect your buying decisions? Does it establish credibility?>
The answer is not entirely simple. My initial reaction was, not at all. I couldn’t tell you what Peter Reid or Norman Stadler rides. Likewise, Tim DeBoom, and I spent hours shadowing him and Jamie Cleveland at Eagleman last June (they both rode in squeaky-clean fashion). Yet, I could tell you what Wendy Ingraham and Chris McCormack ride, because they happen to help me rationalize what I ride. (I’ve had the bike for seven years, so they had nothing to do with my purchase decision; I followed the recommendation of my local dealer.)
So, do I buy something because someone famous uses it? No way. But does the prominence of the product have an impact on my psyche? Much as I’d like to say no, I think I’d be lying.
David Schoonmaker
Great signature!
“When the law break in
How you gonna go?
Shot down on the pavement
Or waiting on death row”