Car Company Sponsors Alleycats for the Masses
Although alleycat races are typically not outright “anti-car,” the notion of a major auto manufacturer sponsoring an alleycat-like bike race does leave some of us scratching our heads. Has our urban cycling culture jumped the shark already? Are the culture vultures circling? Or is it just inevitable that anytime an underground activity gets a financial boost from the mainstream, some of us wrinkle our noses?
On the other hand, events like the Subaru Urban Assault Race help popularize urban cycling with an audience that is often difficult for the cycling industry to reach on its own. And the family-friendly aspect of mainstream events like these reminds a whole generation of video game addicted couch potatoes that cycling is fun. And realistically, I don’t think we’ve got to worry about the Brady Bunch or the Cleaver’s horning in on the post-race PBR at our next local alleycat.
August 3rd, 2007 at 2:00 pm
Remember that Subie has spent major clams on trying to green up their image at their manufacturing plants. They have also been sponsoring outdoor events (whitewater kayaking) for years. At least they are trying to help, and not priding themselves on building the biggest SUV’s on the road. Who knows, the winners might get to drink their PBR from a Stanley Cup sized trophey.
August 3rd, 2007 at 2:03 pm
Dudes,
I’m totally going to have an alley cat sponsored by Nike, Mickey D’s, Bud and Ford. It will be totally hip, with a little extreme edge thrown in for street cred. Also the spoke cards will have a halogram to prove authenticity, and they will also be phone cards, provided ad free by Sprint!.
stay tuned.
August 3rd, 2007 at 2:05 pm
Ah see sponsorship from car companies can spread urban and underground cycling to the masses…having more people on the road with bikes and a car company to, hopefully, spread the word about sharing the road can be a good thing…don’t worry everybody doesn’t have to conform…I’m sure there are plenty of non-sponsored alleykats in your town…besides sponsored alleykats could bring bigger, better and sweeter swag!