Riders being human billboards is nothing new. Ever since the 1960s, professional cyclists have raced emblazoned with their sponsors, from coffee machine makers to nation states, via Belgian home improvement companies.

Of course, as well as advertising the title sponsor, riders are advertising their kit as well, their bike, shoes, kit, sunglasses and helmets. Usually, this is done reasonably subtly; by wearing them and riding well in them, they’re getting much of the attention they need.

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