But in the United States, pro cycling is stuck in the draft, struggling to gain traction. Corporate sponsorship, the lifeblood of any sport, remains elusive. Unlike Europe, where brands like INEOS and Visma pour millions into teams, American companies hesitate. The lack of a consistent, high-profile domestic scene—beyond events like the Tour of Utah or California, which have faced their own cuts—makes it a tough sell. Why invest in a sport that doesn’t guarantee eyeballs?
TV networks aren’t helping. Cycling events, with their sprawling hours of coverage and unpredictable drama, don’t fit neatly into the quick-hit, ad-friendly formats that dominate American sports broadcasting. Football, basketball, and baseball rule the airwaves, leaving cycling relegated to niche streaming platforms. Without mainstream exposure, the sport can’t build the fanbase it needs to lure sponsors.
Then there’s the cost. Putting on a race in the U.S. is a logistical nightmare. High insurance premiums, police escorts for road closures, and venue fees stack up fast. Organizers often bleed money just to get riders to the start line. Compare that to Europe, where cycling’s cultural roots mean towns eagerly host stages, often footing the bill themselves.
Until the U.S. finds a way to cut costs, spark network interest, and convince corporations of cycling’s untapped potential, the sport here will remain a tough climb. For now, American fans are left watching the world’s best on YouTube—dreaming of a day when the peloton finds a home stateside.