I was recently asked by Rouleur Magazine to submit a new article that they could file under the ongoning "Jersey of the Week". I decided to make the GiS Gelati's long-term sponsorship as my starting point! Reason being is that cycling is different to many other sports in a number of ways - more specifically - cycling teams come with naming rights and usually they are named after the sponsor.
In recent years there's certainly been alot of noise, mainly from team owners and managers, about the current sponsorship model being broken and un-sustainable. However the history of the sport is littered with many teams that have kept going for many years. The Belgian Lottery company have been a title sponsor of a team for over 30 years, starting back in 1985 and they are not alone with Française des Jeux, Banesto and Peugeot.
We take a look back at another long-term sponsor from yesteryear, GiS Geltai. It's been a favourite of ours for many years with the distinctive, bold and unique GiS Gelati logo that's been present on all of the various design iterations over the years from 1978 to 1991.
With most of the pro races held during Spring/Summer, GiS Gelati were not the only ice cream company to take advantage of advertising their wares when the temperatures were at their warmest with Sammontana (Italy), Sanson (Italy), Miko (France) and Ijsboerke (Belgium) also getting in on the action over the years.
Website: GiS Geltai