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CYCLING

Saxo Bank ends elite cycling sponsorship

After eight years, Denmark's Saxo Bank will end its sponsorship of a cycling team that features Alberto Contador and Peter Sagan.

Saxo Bank ends elite cycling sponsorship
Peter Sagan leads the Tinkoff-Saxo team during the Men's Team Time Trial at the UCI Road World Championships in Richmond, Virginia. Photo: Bryn Lennon/AFP/Scanpix
Two-time Tour de France winner Alberto Contador's elite cycling team Tinkoff-Saxo has lost its sponsor Saxo Bank, as the Danish online traders announced they would sever ties on Thursday.
 
The team also features the crowd pleasing superstar Peter Sagan, who is the  world road race champion, but with the firing of Danish team manager Bjarne Riis in March, fears Saxo Bank would end its sponsorship developed into reality.
 
“It has been a privilege working with the team over the past eight seasons and we are extremely proud of the numerous successes we have achieved together during this time,” co-chief executives Lars Seier Christensen and Kim Fournais said in a statement.
 
“We would like to thank both the current team as well as the heroes from the past, from Bjarne Riis over Alberto Contador, Peter Sagan, the Schleck Brothers, Fabian Cancellara, Carlos Sastre to Matti Breschel, Chris Anker Sørensen and all the other riders,” they added.
 
Riis won the 1996 Tour de France as a rider but would later admit to having doped during his career, including the year he won the Grand Boucle.
 
The squad, whose history can be traced back to 1998 with with the creation of Team Home-Jack and Jones, was sold by Riis to Russian millionaire Oleg Tinkov in December 2013.
 
Tinkov recently said he was willing to sell the team for the right price.

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ADVERTISING

‘The Vikings also wore helmets’: Danes draw on marauding past for cycle safety ad

The Danish Road Safety Council has put the Scandinavian country's Viking past to a hilarious new use: convincing macho Danish men to wear cycle helmets.

'The Vikings also wore helmets': Danes draw on marauding past for cycle safety ad
Svend the Viking does not want to ruin his braids. Photo: &Co

The council’s new advert, “Helmet has always been a good idea”, brings together two somewhat incongruous aspects of Danish life — the country’s love of cycling and its Viking past, using humour to show up some of the silly reasons people give themselves not to wear cycle helmets. 

The advert starts with the imposing Viking chief Svend rousing his men for their next invasion of England. To rhythmic chanting and the blowing of horns, he mounts his steed, brandishing his thick and heavy sword. 

Then, suddenly, his young son comes running bearing his helmet. Svend ignores him, and utters a cry: “To the ships!”. 

After a pause, one of his men nervously asks: “shouldn’t you have a helmet on, Svend?”. 

“No, it’s annoying and it makes my scalp itch,” Svend responds sheepishly. 

“I’m a careful rider,” he adds, slightly desperately.

“What do I do when I get there? Run around in a silly helmet?” he adds. 

Then he roars, “It ruins my braids!” 

It’s only when his wife comes out that he finally dons his gleaming headpiece and with the cheers of his fellow marauders all around him makes his way to the longships. 

Then the slogan — “A helmet has been a good idea for all time” — appears on the screen in rune-like writing. 

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