Camille Balanche Picks Up Monster Energy Sponsorship

Jul 2, 2021
by James Smurthwaite  

Camille Balanche has announced on social media that she has earned a Monster Energy sponsorship.

Balanche is the reigning World Champion and current series leader in the Elite Women’s field following her victory in Leogang. Balanche’s rise to the top of the sport has been rapid and 2021 is only her third full season of racing after having previously been junior fencing champion in Switzerland and representing her nation in Ice Hockey at the 2010 Vancouver winter Olympics.

bigquotesNew collab Monster Energy x Troy Lee Designs!! I’m sooooo stoked! Let’s start the adventure!Camille Balanche

This makes Balanche the second woman currently on Monster's roster alongside Manon Carpenter. It’s great to see Balanche pick up some extra support and we look forward to watching her race in her new custom helmet on Saturday.

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  • 179 14
 Drink water!
  • 66 5
 Or beer
  • 6 4
 +100 props.
  • 52 4
 Neither water or beer sponsor mtb athletes..
  • 1 3
 @betsie: this post was even better you being Scottish , also read with an accent !
  • 15 1
 @Theysayivebeentheone: neko mulally is/was sponsored by brewery
  • 5 0
 @gmcc: "was" it seems. Oscar Blues Brewery.
Who brew an awesome imperial stout - TenFidy.
  • 2 0
 @gmcc: Was past tense, we live in the present baby
  • 3 1
 @Theysayivebeentheone: Yoann has a beer co
  • 51 0
 Drink water! But also make as much money as you can while you're a professional in a sport with typically short careers, high risk and low money. Congrats to her! #securethebag
  • 2 0
 @Theysayivebeentheone: Peaty and Minaar have brewery flatrate at every pub on the circuit ;-)
  • 1 0
 @Theysayivebeentheone: can someone explain to me why sports drinks manufacturers are the biggest sponsors in mtb? At least XC even would make so much more sense...
  • 3 1
 Imagine the outcry from pinkers if nestle started to sponsor extreme athletes.
  • 4 0
 @Ktron: i think because monsters not actually a sports drink and its target audience is teenage boys who definitley dont watch xc so they sponsor dh and rampage
  • 11 3
 In wine there's wisdom, in beer there's strength, in water there's bacteria.
  • 1 1
 @Theysayivebeentheone: over a decade ago, I remember Gus Kenworthy (Professional Skier) was sponsored by Vitamin Water
  • 10 5
 If you don't like, it don't drink it. RedBull and Monster are helping building the sport, and so doing are doing more for mountain biking than any keyboard warrior has ever done!
  • 9 8
 Why the f*ck is this always the top comment when one of the ladies picks up a drink sponsor. Here, Tahnee, etc

Richie got a Redbull lid and everyone was like "Eh he works hard good for him"

Ratboy decides to drop the sponsor because he didn't need it and everyone is like "uhhhhhhhh" these people are fully aware what energy drinks are and can take their own sponsorships.

And Neko's beer lid is by no means better. If you put alcohol above sugar water you're a kook. All of these athletes do a better job drinking water than any of us so eff off
  • 2 3
Just to help you a little bit on this...

Ronaldo took his coke off the table and replaced it with water just over a week ago, wiping $4bn off the share price of coke in 1 statement. This was then followed by other high profile players doing the same before UEFA stepped in to prevent sponsors products being removed from the table.
It's not the first time Ronaldo has done something like this, but it's the latest and was very high profile.
  • 5 4
 You're all the fucking worst. Just be happy for her.. And energy drink companies put a lot into the sport.
  • 4 2
 Nothing in a can of whatever energy drink is worse than the fat sugary oversized latte you kooks drink every day at your fav hipster cafe, stop whinging. Literally no one drinks these instead of water. People mainly have them on long drives when it's more practical to have a can in the glove box than stopping for coffee.

How about y'all be happy that one more athlete in our sport will be getting a living wage? Because I'm sure you realise those drink brands are currently among the very few sponsors who really pay anyone in mtb. Not to even mention proper coverage by RB Media House. Wanna go back to Freecaster? I sure as f*ck don't.

And lol at the football comparison Big Grin a) unlike Camille, Ronaldo's already made enough to not give a shit; b) it was the event sponsor, not his, so he didn't give a shit; c) that supposed massive hit to CC's stock was literally shrugged off by the company; d) the beer bottle show-off was rather silly considering that was non-alcoholic beer.
  • 3 0
 @betsie: Ronaldo is a billionaire, you think he can afford to give a f*ck?
  • 1 2
 @me2menow: it's not about how much he earns. It's also not the first time he has made a stand and other did also following him.
It's about the message he put out to youngsters who drink coke. Probably a bigger reach in 1 act than every downhiller forever so far could have made if they made a stand since day 1.

All diet coke also contains Aspertame which makes it as bad as full fat coke.

(I enjoy an energy drink a gin in it every now and then. Moosejuice wild berry being the favourite Wink ).
  • 2 0
 @betsie: it is definitely about how much he earns, and I wont bother arguing with someone too dense to appreciate that.
  • 1 2
 @me2menow: dense.. pmsl.
A few programs on how Ronaldo just wants to be loved, which is why he moved to Italy.

I guess you appreciate his background and the sacrifices his mum made when he was young?

Probably not as you are guys don't even really do football over there.
  • 26 1
 Fckin awesome!!! Switzerland has a bright future, she rocks !!!
  • 7 50
flag marshieboy69 (Jul 2, 2021 at 2:21) (Below Threshold)
 She’s 31 so their isn’t much of a future
  • 35 0
 @archiesgm: Did someone say Greg Minnaar?
  • 22 0
 @archiesgm: oh god someone go tell Minnaar!
  • 2 0
 @archiesgm: @archiesgm: Maybe also pass that on to Catherine Pendrel. She is going to be bummed she wasted the last 9 years of her life (her time being older than 31 on the decline in your view) being ridiculously awesome.
  • 21 11
 Bryceland will not be happy..........Would be great to see healthier sponsors investing in athletes sponsorships as much as the drugs in a can we see on top of every podium across the world. It is a terrible image for children growing up that success is linked to these drinks, it never adds up seeing the guys training and in peak physical condition to then put a helmet on plastered with these sponsors.
  • 93 8
 yeah agreed, but on a separate note he's also promoting coronavirus conspiracy theories the muppet. Not sure what Cannondale are thinking associating themselves with that poison.
  • 28 0
 @oatkinso: don't meet your heroes! (Or follow them on social media)

That is sad to hear though.
  • 13 1
 @oatkinso: Drank too much Monster obviously haha! But seriously I know these big drug drinks offer a pretty package for sponsorship, I wish athletes had a better alternative to be promoting. Im not saying go full Ronaldo on the brand, but would be nice to see Evian or Volvic on a helmet instead Razz
  • 45 4
 @oatkinso: I unfollowed him the other day, just got a bit fed up with him spreading lies/conspiracy theories - especially after working for the NHS & vaccine programme over the past 16 months, to still be spreading conspiracy theories is beyond me and a piss take
  • 9 5
 @Joebohobo: I gave up on him when he threw away all that racing talent to make youtube videos in the woods. Good to see I haven't missed any content of any use to me.
  • 15 1
 @AyJayDoubleyou: funny. I seem to remember he gave it up because he thought racing was too pressured and all about selling bikes; he wanted something deeper and more meaningful. So then he went down to the woods with his crew to produce ‘content’ that’s been used to, erm, you guessed it, sell bikes.
  • 12 1
 @oatkinso: unfortunately this is what happens when you smoke too much weed and spend too much time on Youtube lol
  • 24 1
 Sugar product advertisement in sports will likely eventually go the way of tobacco and alcohol. But as for these energy drink companies, I don't think there is one single sponsor in sports that does so much for athletes and artists, sports and culture as Red Bull does. They support the big high profile stuff but also the smaller programs like Pumpforpeace (pumptrack events for the less fortunate). They don't just throw their money and products at athletes when the perform, but they also support athletes with medical care when they need it. They've patched up every single Atherton several times. I've not seen any other sponsor do that much and out of the other energy drink companies I can think of (Rockstar and Monster), nothing at all. If they do, they'd better market that as it makes more sense to me. I still won't drink Red Bull (or any of these drinks) but at least they're getting my respect for the actual support and safety net they provide their athletes.
  • 6 9
 Explain to me which „conspiracy theories“ he is promoting @oatkinso:
  • 7 3
 @anon2kpb: plus one for please explain his conspiracy theory’s.
  • 3 4
 @oatkinso: where is he promoting these theories. I still follow him on Instagram and haven’t seen it.
  • 3 2
 @vinay: Exactly supporting me saying I wish it was healthier brands doing this. These drug brands do all that to look like the good guys and come across as a "clean" brand. But really what it is doing is sugar coating their actual product (pun intended) and the damage it is doing to young people. It has become an enterprise, so people associate RB with the latest event, track, athlete, prize money. It's literally blind bribery to cover up the fact the drink itself is poison
Danny Hart is a Monster guy, wonder would he stand and feed his kid a can of the green liquid? Will Rachael Atherton fill a bottle up of the RB?
  • 11 3
 @Turboute: In his Instagram stories. Just 2 days ago the last time. I replied to him trying to explain a little why his conspiracies are wrong, got back a voice message where he says something how masks don't work and later I stopped following him. He posted another story where he defends spreading conspiracies as "everyone is entitled to have their own opinion"
  • 7 2
 @bashhard: Now I'm confused. I thought a conspiracy theory is a theory that claims that there is a conspiracy. Like for instance (and I'm making this one up, as an example) where someone would say that athletes and bike reviewers are only saying big wheels roll smoother and faster so that the bike/wheel/tire industries (who paid said reviewers and athletes) sell more new stuff. Or in the context of these masks (and I'm making this up again), that people would merely be recommended to wear masks as these serve as a marker for the big tech face recognition software to lock on and better focus on the eyes to make a profile. Now that would be a conspiracy theory (so please don't send this one out in the open outside the context of this discussion). But him saying masks don't work, what's the "conspiracy" bit in there to call it a conspiracy theory?
  • 12 0
 @vinay: nah I think you misunderstood me. I replied to a conspiracy theory in his stories (something about how the delta-variant is fake and who believes in the virus is asleep, dont know the exact words). He then replied something out of context about masks, which was not a conspiracy theory, only wrong.
  • 7 27
flag jaame (Jul 2, 2021 at 5:42) (Below Threshold)
 Masks may only decrease your chances of catching it by 5%, but if you were offered a 5% pay rise you wouldn’t say no. Marginal gains.

That said, we should have just let everyone catch it and take their chances. That’s the only way we can move past it in the next three years.
  • 4 3
 @jaame: just like how we got rid of the Flu? Oh wait viruses mutate and the much lower lethality flu is still a major cause of death because we left it too late to put the genie back in the bottle. Maybe let's not do that again whilst we have the chance?
  • 10 0
 @L0rdTom: Yikes this all turned serious real quick, all I wanted was a water sponsor Smile
  • 5 20
flag Rageingdh (Jul 2, 2021 at 7:26) (Below Threshold)
 @oatkinso: I’m glad he has an “opinion” that’s different from all you d-bags and isn’t afraid to say it. If I did social media I’d totally follow him.
  • 3 2
 @bashhard: Ah, yeah indeed I misread your post. I haven't read his original text so from what you said I still can't make out how these claims are conspiracy theories (true or false claims yes, but can't find the "conspiracy" bit) but indeed as @chillescarpe pointed out, this isn't what this tread (and the original article) was about in the first place.

@chillescarpe: Yeah it is kind of sad how there is so much money in the candy and other processed food, tobacco and alcohol industry so that they actually have the funds to create the "good guy" image whereas healthy (or at least harmless) food is relatively expensive or hard to make a big margin on. And unfortunately somehow the politics don't manage to just increase the tax to the point that the tax income compensates the medical and collateral costs induced. That said, I think a company like Red Bull doesn't just make money through the sale of sugarwater. In a way, the Red Bull Media House is a tech company too. I wasn't aware of this until the Red Bull app on my LG tv quit working. This is what I found on the help pages: So from what I understand, the branding and advertisement part is important for them and a tv app doesn't do that as well as a cellphone or computer. Or well, they make money through advertisement through this platform. Which you could look at different ways. If you hate the way advertisement companies like Google etc make their money, you may dislike Red Bull for that too. The other side is that the money Red Bull invests in the sport isn't just "drugs money". I don't quite see this source of income for Rockstar and Monster so I suppose that whatever they invest in athletes and events is actually money made through the sale of drinks.

But yeah as for a water sponsor, I think it would be a tough one. It wasn't about branded/bottled water after all. It was about "drink tap water". They're not going to invest in athletes. On the other hand, at least tap water companies aren't responsible for littering your trails the way bottled drinks companies are. Josh hates litter and urges us to clean up trails just as he does.
  • 6 15
flag jaame (Jul 2, 2021 at 7:31) (Below Threshold)
 @L0rdTom: a major cause of death. Is it? In percentage terms, given that everyone is guaranteed to die of something, is flu a major cause of death?

Out of everyone who has ever been born, which is about 200bn people, only 8bn are still alive. So 192bn humans have died thus far. How many of those died from the flu?
  • 3 0
 @jaame: ok I see you aren't taking this in any way seriously.
  • 5 12
flag PauRexs (Jul 2, 2021 at 8:30) (Below Threshold)
 @oatkinso: whats wrong with critict out the norm believes? You guys sound as inquisitors. Go take your frikking untested unnecessary vaccines... Meanwhile let others question this absurd status quo... And just listen and accept other point of views...
  • 9 6
 I cant believe there are actually people here that are anti vax covid deniers. Not that your not entitled to that questionably stupid opinion, its that you actually admit it in public to the world!!
I might start denying the sun exists and just argue its a big lamp.
Literally piss off and take your opinion somewhere someone gives a sh!t. Like the middle of an empty desert.
Back to bikes….
  • 1 0
 @bashhard: thanks for replying, I didn’t see that story his stuff is not up front in my feed.
  • 1 0
 @Turboute: therein also lies the cowardliness of it too, how convenient for him that the stories expire after 24hrs
  • 6 6
 @L0rdTom: Nah not really. There are more ways to look at anything than one, since we're not living a binary existence with one absolute truth on any subject. Opinions can vary too. The older I get the more I understand that things that are presented as facts in the media are in fact, not absolute.

There is not one right and one wrong. I believe vaccination works, for example. Why is that? Because I was taught it at school. Do I have any absolute proof that I have experienced first hand to confirm that? Not really. And yet, I still believe vaccination works (even though we are told 35m people have now been vaccinated against covid in this country, but we still can't go on holiday and there are record numbers of new cases daily).

The news is totally politicised too which makes matters worse.

One one side of the coin we have the communist sympathisers and the crybabies who read the Guardian only and believe everything in it. They think covid is the worst thing ever and that we should have absolute lockdown and people put in jail for flouting the regulations. Everyone should pay 68% income tax so we can have 34 million doctors so no one will ever die. On the other side we have the people who think it's all a load of bollocks and that covid is made up and vaccination doesn't work. Then we have the normal people in between, who have a million different interpretations of what's going on.

There is no sense in thinking people are idiots because they don't subscribe to the same school of thought as us. There is real intelligence in accepting other viewpoints while not adhering too voraciously to our own.

I would say that while I believe there is a virus that escaped from a lab in Wuhan, I also believe that most people don't catch it (statistically speaking this is certainly true if the news is to be believed at all) and of those few people who catch it, most do not die. According to a friend of mine who works in a hospital, most people who have died with it or of it were really unhealthy anyway, or really fat, or really old. I'm not saying they deserved to die but we all must die one day, and I think those people were closer to death than me for the most part. Looking at it like that, no one's life has been saved. Some have been extended. Everyone who does not die of covid must die of something else. I would rather die of covid than of getting stabbed to death in a park by teenagers, or getting burned in a building.

On the other hand, I understand that there are some people who believe we should collectively pay the price to extend the lives of every living human on this planet for as long as is possible no matter the cost in terms of personal liberty or finance. To each his own.

  • 5 2
 @jaame: IMO your “everyone dies sometime so nothing matters” opinion is dumb.
  • 1 0
 @oatkinso: dunno if it was cowardly, it’s kinda hard to have an opinion that differs from the one we are taught by mainstream media and not get crucified for it these days. You only have to look at trump, BLM etc to see this.
  • 2 0
 Sorry, this discussion is all over the place. Main point was how sadly it aren't the "healthy" companies promoting the cool riders and events. Seems like that one has been addressed (unless @chillescarpe likes to chime in on my earlier posts). A complaint brought in later on is how Josh would have been spreading conspiracy theories. Several calls have been on what these theories would have been but that's where it got vague. Instead of theories I've heard two claims (but still no actual conspiracy theories, in that there would be a conspiracy).

1. There wouldn't be a delta variant. Obviously all life mutates so the same goes for viruses. As their genetic code doesn't come in pairs, a mutation more easily manifests. Mutations with a zooonose like this go quicker as we continue to stick to intensive bio industry. As the mutations are labeled by the Greek alphabet, of course there should be a delta variant by now. I'd be surprised if we don't have another few more until at some point we'd wish the Greek had more letters.

2. The virus being asleep. Of course we can call it what we want, though he probably wouldn't have meant it like "a state of rest and recovery", more in that it is less active this time of year (in the northern hemisphere, that is). To be honest, that's what the experts say in the public media too, isn't it? Viral activity drops in summer and we'll likely see more activity at the start of autumn again.

But yeah, as he was accused of distributing conspiracy theories, I'd say it is still fair to point out what the actual conspiracy theories are then.

@deez-nucks: It seems like you're taking what @jaame said there out of context. Health is not absence of illness. We're constantly being bombarded by viruses, bacteria, impact, noise, radiation etc. Health is the ability to deal with that. Maybe get ill, then recover. We actually train that ability through exposure just like we train our strength through exposure to load. When you lose that ability, you lose health. It may not immediately represent because there is no "assault" but it does manifest when there is. What he meant to say (and @jaame correct me if I'm wrong) is that if someone becomes seriously ill through the covid virus, this person was already vulnerable. Something else could have been equally dangerous. Doesn't mean that isn't sad that this dear person died of covid, just that is equally sad if this same person died of a heart attack. So indeed to bring this back to the original topic, I've yet to find a doctor who'd disagree with the statement that if everyone would have stood clear of refined sugar since, say, March 2020 when the virus went viral, fewer people would have been labeled as "corona deaths".
  • 3 0
 @vinay: agree 100% with you. Red Bull has blown the door wide open for so many sports that otherwise would just be extreme hobbies. They make it possible to see places on the planet that you never knew existed , because they sponsor athletes to make it possible, and least not forget going to the outer brink of space. I dont even watch regular sports sports anymore, they just bore me to death, except for hockey. But I sure as shit watch Red Bull TV. Its like going on vacation in your living room. Let's not forget about the junior Moto GP racing program for little racers and their parents. Red Bull. Or arguably the most advanced athlete ortho repair facility maybe on Earth. Red Bull. Do I let my 13yr old drink Energy drinks. Nope. But i will buy one every now and than to help support their support of all the action sports I love so much. Nothing wrong with Red Bull, Monster, Rockstar and others pumping in money for these athletes that literally put their ass on the line doing what they do.
  • 1 0
 @jaame: amen brother.
  • 1 0
 @oatkinso: Ok, this is getting really annoying now. You made the claim that Josh would be spreading "conspiracy theories". Several asked what these theories would be then but you can't or won't reproduce a single one of them. What's the point of even bringing it into this discussion? As it is now (a hollow accusation without mentioning the actual issue) it is only damaging to an athlete. So just either back it up or take it back.
  • 1 0
 @vinay: that’s because @bashhard has already referenced it (stories in Instagram thatve already expired). It was basically a meme saying the delta variant (that is currently responsible for most of the cases in the UK) is a fake/a lie.
  • 2 2
 @vinay: nowadays every opinion that drifts away from the official story is called a conspiracy theory. Same thing in real life, people give you a weird look when you tell them that you won‘t get the jab. The virus is man-made, it was released (whether it was intentionally or not, nobody knows) and know they want us to get a vaccine that has no long case studies. Many old people can‘t even take two jabs, I was working at a retirement home, and in 10 days, we lost over 10 people because of sudden heart attacks, strokes and cardiac arrests. Nobody is talking about that, I‘ve never seen one article about this in our „big“ austrian newspapers. I wonder why
  • 1 0
 @oatkinso: Yeah, but that was a (true or false) claim/statement Josh made. You mentioned a conspiracy theory. Again, I am asking you what the conspiracy theory was.
  • 1 0
 @vinay: his post was saying something about the delta varient of covid in the UK being fake and that the government was using it as a means to control the population lol
  • 1 2
 @rad-but-also-sad: Ah, I see. Unfortunate that those who introduced this into the discussion aren't able to quote the exact text (as apparently the original text has been removed) so it remains vague at this point. If he claimed the variant was made up by the government to restrict people or (even worse) they introduced a virus/poison as a way to cleanse the population then yes these would be conspiracy theories (so please again don't drag my interpretations here outside the context of this discussion). But if he said the variation doesn't exist yet the government believes it does and uses that information to enforce/introduce certain measures then it may or may not be misinformation, but it isn't a conspiracy theory. See? That's my issue I have with this. I consider a conspiracy theory the same as an accusation. That some party/person would say or do something (untrue or unfair) with a hidden agenda. Spreading misinformation isn't pretty either but at least it isn't an accusation in itself. So yeah, if you accuse someone of anything, you need to be very clear what it is exactly and provide a solid proof. Ethically I'd feel even more so if it is an anonymous person (keyboard warrior) vs a public figure (pro athlete) than a public figure against another public figure or entity (the UK government). So, I think that's what's missing here. A couple of keyboard warriors accuse Josh of (falsely) accusing his government. The exact text of Josh's accusation isn't available and Josh isn't in a position to clarify and/or defend what he said. So with all that lacking, I think it isn't fair to accuse him in a discussion that was only about drinking water with or without sugar.
  • 1 0
 @chillescarpe: Evian or Volvic? Would our sport really be better off sponsored by companies trying to convince us that they should control our access to clean drinking water and that overpaying through the nose plus producing tonnes of plastic waste instead of just using your tap is a good idea?

I'll take the energy drink brands any day. They're way more honest about what it is that they sell.
  • 1 0
 @bananowy: But yeah, that's the issue right? For a company to sponsor athletes it is important that they're not essential (like a tap water company). As if they are, 1) they already have their customers and 2) their customers don't like seeing them charge more for something this essential and then (clearly visible in the media) splash it on sports (which the majority of people aren't interested in). Most sports nutrition (if it were even needed for a normal person) comes in disposable packaging which, if you aren't the one buying the product, you only recognize from the trailside trash. Banking typically invests in sports but even there, the ones with money aren't necessarily the ethical ones (the ones who only invest in ethical projects and funds). Only one I could think of is a supermarket like Jumbo who currently supports a TdF road cycling team. Like most supermarkets you can buy less ethical stuff but you can choose to buy without packaging, organic, fair trade and all that. That said, I honestly don't know what most of these other sponsors are all about. Maybe there are some other good business who might want to invest in the sport but I can't think of one right now. You want one whose increased exposure doesn't lead to more trailside litter (as you see with "sports" food wrappers), you want a healthy (or at least not very unhealthy) product and of course they should actually have the money. Who could do that? More vehicle brands? They've come and gone (Jeep, Nissan, now we have Mercedes and Audi for the time being), not sure why they left every time though.
  • 1 0
 @vinay: @bananowy To be honest there is an argument for everything once you go down the ethical route. I would prefer to see a healthy sponsor rather than Red Bull and the rose tinted glasses everyone now sees the brand through. I also find it frustrating that most of the athletes that wear a red bull helmet wouldnt touch the stuff, let along encourage their kids to drink it.
Everyone knows the Billions of $$ the big brands like Shimano and Sram are dealing with, it is massively disappointing they dont chase after much bigger sponsorships the way Monster and Red Bull do. Then you could argue that by buying a Shimano brake you are also contributing to your favourite athletes and future proofing the professional sport.
  • 1 0
 @vinay: I'm not saying tap water suppliers should sponsor mtb, I'd be pissed if my local one wasted any money on sports sponsorship Smile And I am fully aware that this type of business doesn't need much advertising. All I was saying was that energy drinks companies are fine by me. And that bottled water brands would be far from a "healthy sponsor". In fact, while I'm happy to spend my money on energy drinks from time to time as a convenient coffee alternative, I strongly refuse to buy bottled water if I can help it because it's a massive scam.

@chillescarpe Why all the talk about kids? Is all sports marketing aimed at kids? I guarantee no one would bat an eye if Lavazza or Illy sponsored a rider, let alone some smaller super-hip-fair-trade-sustainable coffee company. People would love that. Does that mean marketing coffee to kids is fine?

Is Yoann selling beer OK? I have zero problem with it but wonder what the anti-RB crowd thinks.

Energy drinks are not some evil, toxic "drug in a can". They're literally just caffeinated soft drinks. Nothing wrong with that, with moderation of course. If anyone here who complains about them puts sugar in their morning coffee, they're a hypocrite. If you (rightly) don't want your kids to drink them, it's on you to not let them or explain it well enough so they don't want to.

From what I found, Shimano made just over half of Red Bull's annual revenue last year but that's including fishing gear I believe. SRAM? Tiny in comparison. I only found 2017 data so pre-bike boom but that wasn't even a single billion. Most sports that pay their athletes actual money, do so with outside sponsors' money. And it so happens that energy drink marketing and branding aligns really well with action sports.
  • 1 0
 @chillescarpe: Actually, I like Shimano not necessarily for the sports but because they make bike stuff for everyone who needs or wants to ride a bike. At any level, any age group. I don't care that they now have a cassette that allows you to sit down and crawl up at snail pace. I don't care that they just released a component that's 2% lighter than the previous version. And whichever DH racer won the race doesn't mean I'd go out and buy the same brand rear mech that was "fastest". What I do like is that they make the components that allow people to ride to work, to school, to the shops. And it is proper workhorse stuff, it just works. It is insane thinking how much is moving under massive loads inside a Nexus 7 speed hub. Yet so many bikes are built with them. And they just keep going, easy setup, minimal maintenance. And considering how many of those bikes are around (I live in The Netherlands), this is where they make their money. Big OEM deals. Performances at the top end of the sport don't sell these. F1 car racing may pull a few potential Audi/Volvo/BMW customers towards Mercedes but I don't think it quite works like that in cycling. Maybe they have tried. I felt that when Shimano Saint was first released in 2004, they had bolder branding on athletes like Thomas Vanderham and Andrew Shandroo. But it may not have worked (as SRAM was the cool underdog and they didn't force you into rapid rise rear mechs) and I think that may be why they scaled it down. But that's speculation. The Shimano example is actually more in line with what I mentioned previously about essential brands. Their type of stuff they sell most is already on these bikes. They can only lose it if their stuff keeps breaking and they develop a reputation of being unreliable. But to me Sachs/SRAM has destroyed her reputation more than Shimano.
  • 1 0
 It is true that sports that pay big salaries get a lot of money from ticket sales week in week out, and TV rights. Since no one is paying to watch a mountain bike race, and only a few thousand people watch it on TV, athletes’ salaries are never going to rival mainstream stadium sports’ athletes’ salaries.
It is what it is.
  • 1 0
 @jaame: Obviously I'm biased but I still don't get how road cycling and F1 car racing can attract more viewers than mountainbiking. Road stuff just lacks a dimension to me (jumps) and I don't quite see how jumps could keep people from watching it. That said, I honestly don't know how much attention BMX racing is getting in general. In the public media at least it is getting more attention than mountainbiking (anything outside XC) and Dirt magazine loved it too, but for instance Pinkbike rather features motorsports than BMX racing. So it may be different in different countries. But yeah, I'm curious what roads sports have that dirt sports seem to lack.
  • 1 0
 @vinay: I think that certainly some sponsorship comes from companies that have people in high places who are fans of the sport. F1 and road cycling are both rich men’s sports. They are followed by and enjoyed by a lot of wealthy people. I think some of those sponsorships are done for the love of it or the prestige, rather than in an effort to get a return on investment. Since board members are less likely to enjoy downhill mountain biking than road cycling, and more likely to have a rag top sports car toy than say a motocross bike or a BMX, those sports are on the radar of these big successful companies. It's possible at least.
I agree with you about MTB being a better watch than road, and also I think BMX is exciting AF. I also think BMX has the extra dimension of having really really powerful guys that MTB lacks. It's great to watch the horsepower being laid down on those tiny bikes
  • 9 0
 Iqm sure years ago evion water sponsored a team dont hate folks no one has to drink monster but if it helps a riders salary why not
  • 8 0
 I bet none of us water-drinkers would say no to a monster sponsorship, espacilly with a serious interest in racing. Well deserved!
  • 4 0
 Well deserved. I don't know why douchy energy drinks are the end all and be all of sponsorship in this and other 'action sports' either, but if these companies are gonna support great athletes in their careers and promote the sport in general... Alright, fair play to em. And that Monster Rehab stuff is pretty clutch after a rough night, let's face it.
  • 6 0
 Looks like she's gotta do it for Amaury Pierron then !
  • 4 0
 Stoked. So good in the steeps and with this momentum let’s just sit back and watch her grow.

Women’s racing just gets better and better every year.
  • 3 0
 Awesome for her! She holds the rainbow Jersey, European champs jersey, National champ jersey and overall leader. As anyone done that before??
  • 3 0
 Bad news for race sponsors Red Bull. Too many riders turning up on the podium wearing those pesky Monster caps.
  • 4 1
 Whatever pays the bills. (Drink water)
  • 3 0
 She certainly deserves big sponsors!
  • 1 0
 I’m sure she drinks plenty of water and very little Monster. Plus I don’t see Fiji or Aquafina sponsoring downhill riders.
  • 2 0
 Excellent, well deserve it !
  • 2 0
 I do love me some Monster!!!!
  • 2 0
 Well deserved... Congrats
  • 2 1
 would like to know what it means to be sponsored ? free drinks and swag ? and gas money? insurance ?
  • 1 0
 Watch fast life to see what red bull brings to the table.
  • 2 0
 ideal water sponsor:
  • 1 0
 Yes, imagine the sick helmet design. METAL AF
  • 2 0
 Ride like a beast, get signed by Monster, done and done
  • 2 1
 brah! im already sweaty! as my son would say
  • 1 0
 second woman? what about Sabrina Jonnier?
  • 1 0
 I love her hair.
  • 1 4
 At least it's not a CBD sponsorship.
  • 1 0
 Yeah totally. That Hemp is some awful stuff!

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