If you had told me years ago that Rodeo would be sponsoring a gravel racing team in the future I would have laughed in your face. For a long time I was very anti sponsorship. I didn’t believe in “paying people to ride our bikes”. I also didn’t like the attitudes that I had seen in sponsored athletes in previous experiences I had had with some high level racing teams. I had seen a very offputting sense of entitlement on display in those teams and it bummed me out. More than once I’ve heard sponsored athletes telling me or a fan: “I don’t really like this product, I just get paid to ride it”. It made it seem like some racers had attitudes of entitlement, and few attitudes are a bigger turnoff for me.