Predictor-Lotto
For some reason, this just seems... not right:
As of the 2007 cycling season, Omega Pharma will replace Davitamon by Predictor as the main sponsoring brand of the Pro Tour cycling team with top cyclists like Robbie McEwen, Cadel Evans, Leif Hoste, ... In conformity with the current specifications the official name of the team will become Predictor-Lotto.
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Just as Davitamon, Predictor is one of the seven Star Brands of Omega Pharma, i.e. the international brands of the group. The Predictor assortment of home diagnostics represented last year a turnover of EUR 23 million. In the course of next year, a number of line extensions are scheduled to be launched. Similar to the objective for Davitamon at the beginning of the sponsoring program, Omega Pharma has the ambition to double the turnover of Predictor in five years’ time, thanks to the introduction of line extensions and the investments in brand awareness. The first designs of the team wear will soon be finished and will also feature the names of the co-sponsors like: Brustor, Q8 and Creyf’s. The main color will be the salmon pink tint that is used for the packaging of the best known product in the Predictor range, i.e. the pregnancy test kit.
Somehow, I don't think it will be as cool as it sounds to cruise through the Alps in salmon pink trying to out-hustle the other riders. Another big minus would be the giant pregnancy test kit image on the front/side of the jersey. That being said, it would be much better marketing to dump McEwen and Evans (sprinters) and try to replace them with climbers... the maillot à pois rouge would appear to be more brand friendly for a company who's products main positive/negative indicator is a (pink) dot.