There was an article in the New York Times today about the amount of exposure sponsors are able to get from the Tour de France. Having your brand on a top cyclist’s jersey can mean your brand is on the air for hours and hours over the course of the race. According to British cyclist Bradly Wiggins, I had nearly four hours television coverage the other day on my own, which is for free in many respects. If Cofidis [his sponsor] were to buy that advertising space, it would cost them a lot of money. Bicycle-themed promotional products can probably add to the exposure. And the photo below? I have no idea, except that it is somehow Tour de France related and the mascot is totally crazy.