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Kim Fournais, Bjarne Riis and Lars Seier Christensen: delivering results |
The value of advertising or sponsorship is not easy to quantify but if it is measured purely by how many column inches it generates, Saxo Bank’s decision to take over the main sponsorship of the CSC cycling team from 2009 is likely to prove a masterful decision.
The bank announced in June that it would become the team’s immediate co-sponsor, a move that will mean its name will be in focus prominently throughout the whole of July as a result of...
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