Tag Archives: Vuelta a Espana

Measuring Netapp-Endura’s success at the Vuelta

Netapp-Endura targeted a Grand Tour ride this year and finally got a wildcard entry to the Vuelta. The Pro Continental team, part headline-sponsored by Scottish clothing manufacturer Endura have certainly grabbed the opportunity with both hands.

I’ll recap some of their exploits at the race briefly below but rather than simply regurgitate the press information, I thought I offer an alternative take on what success means.

Endura’s stated goal when they expanded their pro team was to build the brand in Europe and with a road audience, as they were already well known in the UK and for mountain bike apparel.

Without interviewing the director Jim McFarlane, it’s pretty hard to quantify how succesful sponsorship of a pro race team is. Even still, I’d guess they might be reluctant to publicly state what they felt they were getting for their money, as with any marketing. However there are a few you can look at.

Outside of a GC win or a jersey, which would be pretty tall order, a stage win would provide the best exposurefor the team to date, and they got that with 25-year-old team leader Leopold Koenig’s victory on stage 8. You get a prime spot on live TV and plenty of visibility in post-race coverage, not to mention a nice shot with hands in the air.

Team NetApp-Endura Vuelta Stage 8

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Pic of the day: Millar helps Farrar win at the Vuelta

Tyler Farrar won Stage 5 of the Vuelta, beating Mark Cavendish in the process (for once this season!). Below his teammate David Millar congratulates him. Millar is normally part of the lead-out but he came in 3 minutes down- not sure why.

The pic is by Italian photographer Sirotti– his ‘big photos’ are regularly featured on steephill.tv and are always absolutely excellent. Click the image for Steephill’s Vuelta coverage.

image by steephill.tv/sirotti

Hopefully Millar will not tire himself out too much leading out Americans for sprints and climbs, so he is still in good shape for Scotland at the Commonwealth Games in Dehli.

Sirotti’s 16 big photos from Vuelta 2010 stage 5
Sirotti homepage
Steephill.tv home
Millar and Farrar on Garmin-Transitions flickr