The End of National Teams

In 1969, the Tour de France underwent its most fundamental change since inception. After four decades of national teams, the race returned to trade team format. This shift, driven by commercial pressures and sporting logic, transformed professional cycling into the business we recognize today. The romantic notion of riders representing their countries gave way to corporate sponsorship and commercial calculation.

The change reflected cycling's economic reality. Sponsors who paid riders' salaries year-round resented losing visibility during the Tour, cycling's premier showcase. National team format created awkward situations where trade teammates became temporary rivals, disrupting season-long relationships. The fiction that riders could suddenly forget commercial loyalties for national pride had become unsustainable.

The Sponsor Revolution

Trade teams brought fundamental changes. Team names now advertised products—Faema coffee machines, Bic pens, Peugeot cars—rather than nations. Jersey designs incorporated corporate colors and logos. The peloton became rolling billboard, each rider a mobile advertisement for their sponsor's products. This commercialization, while distasteful to purists, provided financial stability that allowed cycling to professionalize fully.

The relationship between riders and sponsors evolved beyond simple employment. Successful teams created brand identities that transcended individual riders. Molteni's orange jerseys, Kas's distinctive blue, Peugeot's checkerboard pattern—these became symbols carrying meaning beyond commercial messaging. Fans developed loyalties to teams, not just riders, creating continuity as champions retired and rookies emerged.