Does a sponsor go against the current if he is interested in cycling ? Marc Frederix interview

Marketing director of the Belgian lottery, Marc Frederix is the only representative of a sponsor in this debate, together with Michel Thétaz. To him, it is clear that the dark page of the cycling history was turned, and that is what cycling have to put forward and present to potential new partners. According to Frederix, cycling still lacks a "communications platform" that would allow the sport to seduce and attract even more new sponsors.