Why Do Many Brewing Companies Sell Cycling Jerseys?

…off the top of my head and could even be funny with no basis of any kind: because 1) after a bunch of cyclist ride, they are really thirsty for carbs, relaxation, and jerseys 2) they haven’t been under legal challenge as the cigarette industry has (is this discrimination?) 3) some cycling jerseys are really cool, and it doesn’t matter who you buy them from… My Guesses

If I were a cyclist, I would really want a Sierra Nevada jersey.

There are nine breweries that sponsor cycling just in Michigan alone. If you were to go through every state, you would probably find at least 500, most likely more.

I have an authentic Coors Light Racing Team wind shell that I got from a friend, who got it from Davis Phinney. The team was getting rid of them when Coors Light stopped sponsoring the U.S. team. However, a lot of breweries, as well as other businesses, sponsor pro racing teams here.

I think Fat Tire Ale is my favorite. The beer is so-so, but the label is great.

@IchtheosaurusRex I thought I was alone in my disdain for Flat Tire Ale.

The association between alcohol and sports is as old as sports competitions themselves. It is mainly because the spectators drink while the athletes perform. This excellent article give a modern version of the ‘jersey’ story.

Beer companies are very focused on brand awareness, as that leads directly to people remembering (and thus purchasing) your beer when they’re out at the store. Jerseys and other logo merchandise (hats, shirts, etc) do a great job at making others aware of the brand. You can find many similarities in the marketing of sports teams, even to the point where people argue what beer is better.

@IchtheosaurusRex and @The_Compassionate_Heretic Fat Tire also produces some kick ass cruiser bikes.

This is such a good question! I hope someone knows an answer! I’ve noticed it too, and that especially local and micro-breweries do it, and they don’t sell, for example, soccer jerseys, or running attire, or tennis skirts, or any other athletic wear, just cycling jerseys! Why is that?

I once wore my New Belgium Fat Tire Ale cycle jersey to MADD‘s Madder’n Hell Bicycle Rally.

Proposed to my wife later that same day.

Good times. Good times.

@The_Compassionate_Heretic , no, you are not alone. It’s too sweet and a bit watery for my tastes. Of course, I have drunk Guiness in a Dublin, Ireland pub, so everything else has to measure up to that.

Cycling is a big national sport in Ireland, too. Sean Kelly,(cyclist) one of the greatest riders in history, is from there.

I am a cyclist and LOVE brew house jerseys. They tend to be creative and very colorful.
And the theory that we want relaxation and carbs after a long ride is true.. but we really love collecting jerseys also.

@robmandu kudos for the fat tire at MADD

I’ve always wanted to do the Harpoon Brewery to Brewery Ride

(I have a Tim Hortons jersey and it makes me think of donuts the whole time I’m riding)

@row4food: Kind of like these crazy people!

Thanks for all the responses. Still a mystery I guess, but its interesting that brewing companies go only sell cycling jerseys and not running, tennis, etc apparel like La_Chica_Gomela said!! Oh well. Though I did give into the hype and just bought a new Sierra Nevada jersey :)