Related question:

I've gotta think if they sponsor anyone it would be JV. If they're gonna back they're gonna want to win.

@JCE TJV is poison to any sponsor of this size, they just had a doping case. Apple will never take the risk of sponsoring a cycling team because the optics of a doping positive are so bad.

@JCE JV is crazy expensive. Apple has the money, but I am not to sure if they want to spend it on a big team or just for some sport related stuff and be okay with a team like DSM.

@Lion I just don't think there's any benefit to them with respect to any team. They don't need the advertising. If Cook wants to do it it's because he likes cycling, and sponsoring JV w/ (probably) Kuss and Jorgensen next year is also a good domestic play. I'd be surprised if JV is teasing anything if there isn't something in the works with JV specifically, whatever that is. Was there any reporting on DSM specifically? @Eliza I agree, cycling sponsorship doesn't seem to be really worth much, but I've never seen data on that. I don't know that doping scandals tarnish sponsors all that much though?

@JCE DSM is just a low budget example. The problem I see with Apple is that most cyclist don't use their products. And the reason isn't because an iPhone costs $1k. We spend $5k or $10k on a bike. Their products are just not good enough for cyclist. I could imagine if they come up with new products and better hardware for cyclists, that they would advertise it that way.