Schroeder Iron

[Aespot]

It really sounds like he is someone who love the sport, but just can't continue spending the money he has. It's too bad that he couldn't find a co-sponsor, or new lead sponsor. I don't think that cycling sponsorship is cost effective here in the US, unless you are directly related to the bicycle market.
Sad, but true?

[TUX2k]

it must have worked somehow since they stayed in for 12 frikkin years.....

[vlafo]

Saturn wasn't unrealistically expecting to actually drive sales conversions by sponsoring the team, but they did know that for a fairly low basic investment they could get their brand mentioned in a hell of a lot of media mentions that they otherwise would not have gotten.

I'm sure they have closely monitored the name recognition of their brand over the past 12 years and have found that the Saturn name has enough Equity of its own now that they really don't need to invest several million dollars for what boils down to the occaisional flashing of their logo and the mention of the Saturn name. They've accomplished their goal.

Schroeder on the other hand, was essentially tossing his money away.
And why? Because he likes bike racing? He is not a nationwide brand.

Heck, I like bike racing. I have my own business too. But I know that with the equity level of my own brand, that sponsoring a pro cycling team would not help me in any way other than to stroke my own ego.

[wo_pain]

Cycling sponsorship is all about image advertising. I highly doubt
Saturn sold a ton of cars just because it sponsored the best domestic pro cycling team.