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Cervélo , Contracts and Consumerism. It’s not until you go to a big Fondo, Marca or Sportiv that you’re able to figure out how the likes of Cervélo can sponsor a pro team. On the start line you’ll see hundreds of Looks, Colnagos, Treks and — Cervélos; all sold at full price.
Last year at this time, life was ice cream and fairies for Dan Fleeman; he'd won the Tour of the Pyrenees; Cervelo Test Team had snapped him up and a start in a Grand Tour looked like a formality. But pro cycling is an unforgiving sport, and 2009 didn't go according to the script for the likeable man from Lichfield.