Avoiding the rat race: How EF-Nippo are punching above their weight

Avoiding the rat race: How EF-Nippo are punching above their weight


Last year was a tumultuous season for everyone involved in professional cycling. The racing scene was decimated due to COVID-19 restrictions, while teams struggled to give their backers any return on investment until the late summer. That meant that the fragility of the teams’ financial foundations were tested to the extreme, with sponsors walking away, riders left unpaid and several squads either folding or teetering on the edge.

For EF Education-Nippo, as they are named in 2021, last season was a tough pill to swallow, just as it was for everyone else. However, the American squad came away with some of their best results in years. They also attracted new sponsors and made headlines through a combination of clever marketing and their continued shift towards gravel and other less traditional areas of the sport.



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