Ambassadors

Team Specialized is supported by SRAM and we’ve been working together for the past six years.  Remember their “take the leap” ads?   We were there!  While combing through the 2013 SRAM price list this morning, their use of the word “ambassador” struck me.  We’re one of many supported teams, yet we can deduce that we are supported because of our stellar past, and future potential.  But, I was wondering about their definition of the term “ambassador” and what it meant to Team Specialized.  What role do we play in helping to grow the SRAM image and branding?  Surely, racing and riding on the latest SRAM components alone didn’t help SRAM achieve its 2012 sales goals(!)  No, this one goes much deeper.  Team Specialized has an commitment to help SRAM grow its name in the cycling community by passing along a good word about their products and their willingness to improve. 

In my opinion the relationship that Team Specialized has with SRAM and many of its sponsors should NEVER be taken for granted.  If something is given, something is required in return.  This is a critical lesson for our junior teammates to learn in their young and bright futures. 

For newly sponsored and seasoned athletes, what does “sponsorship” look like to you?  We all love the “bling”, but what’s to be given in return?  Got an opinion to share?

Larry Nolan, Team Specialized