Until the mid-1950s professional cycling sponsorship was limited to companies in the bicycle business. The first crack in the wall occurred in 1947 when ITP, a football pool, sponsored a British team that was, admittedly, run under the BLRC, an organizing outfit outside the UCI.
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Bic: French maker of disposable consumer products such as lighters and pens. Sponsored pro teams in the 1960s and 1970s included Tour de France winners Jacques Anquetil and Luis Ocaña. In 1974 Luis Ocaña publicly complained that he had not been paid. This upset Bic boss Baron Bich, who said he had deposited the funds in a bank account run by team manager Raphaël Géminiani. That was the end of Bic's pro cycling sponsorship. Bic put pictures of its lighters on the jerseys at a time when a sponsor could show his name but not what he sold. Bic doubtless thought paying the fine worthwhile.
De Kova: Raphaël Géminiani had been successful as both a racer (Tour de France KOM 1951, '52 and '57) and as a team manager. He talked the St. Raphaël aperitif company into financing his team in the 1950s, a revolutionary act because the drinks company was not part of the cycle industry. Enter Myriam De Kova, a night club entertainer who was left with too much money after her Greek millionaire husband died. Géminiani took some of Madame De Kova's money to run one of cycling's most spectacularly unsuccessful teams with the plan to revive the dancer's flagging career. The result was 1973's De Kova-Lejeune, notable for its bright pink jerseys and 1966 Tour winner Lucien Aimar (in his last racing season, hoping for one more bite of the apple) as the team's top rider. But Aimar's best days were behind him and finished the Tour 17th while the team occupied the bottom five places in the General Classification. 2ff7e9595c
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