the pain for Brussels attacks and mourning for the death of two young runners in two days (Antoine Demoitiè and Dan Myngheer) does not stop the celebrations of the most important Belgian secular ritual. Sunday (starting in Bruges, arriving in Oudenaarde, confirmed the presence of the royal family) is held the hundredth edition of the Tour of Flanders, the race most of all symbolizes the tradition in cycling with 18 “walls” venerated as relics and million fans on the track.
And on the eve of this “monument” comes the announcement: for the first time in history a multinational computer giant become sponsors leading a cycling team. CA Technologies, 15,000 employees and a turnover of 5 billion, one of the largest software developers for mobile applications and cloud in the world, joins Trek Segafredo, the team (with Italian soul) with which Fabian Cancellara will try to win both the Flanders and Roubaix.
It is a revolution in the sponsorship model in two wheels , for decades anchored to the figure of the industrialist-patron of consumer goods, then passed through banking, insurance and related industries to land now in extremely dynamic App Economy.
“We were partners for McLaren in Formula 1 – explains Marco Comastri, President of CA Europe – but we believe that cycling is a world even more attractive for its hugely popular outlet and because the mass of data (both on human technological standpoint) products during a race can be a huge interest test. No one has ever been able so far to tame them and systematize. If you study the Formula 1 can also be used to produce small cars better, analyze the performance of cyclists can change bicycles, urban mobility and the way of life of all. ” An extra incentive for Fabian Cancellara. Announced in top form, Spartacus, the last campaign of the classical career, he has already won three Flemish and three-Roubaix and will have to defend themselves dall’affamatissimo world champion Peter Sagan, so far always fasted, the Belgian Greg Van Avermaet and the sample outgoing Kristoff Tom Boneen.
Twenty-two Italians in the race, mostly big shoulders for candidates to victory . But there are promising young debuting as Gianni Moscon. The blue Lampre launches on walls Xu Gang, China’s first in the history of the race. Even in this case, new frontiers that open. On the path (where usually the greatest danger was the beer ingested by fans) announced massive security measures to prevent attacks.
April 1, 2016 (modified April 1, 2016 | 21:38)
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