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Didi the Devil set to retire?

Cycling's most famous fan to hang up trident after sponsorship dries up...

Cycling’s most high profile fan, Didi Senft – better known to followers of the sport here as Didi the Devil – may be set to hang up his trident, the victim of the fallout of a succession of drugs scandals that have hit German cycling in recent years.

The 62-year-old, who apart from skipping the 2012 edition due to brain surgery has been a near-constant presence on the roadside at Tour de France stages over the past couple of decades, has found himself unable to secure sponsorship to continue his passion for the sport, says Bild.

Senft can often be seen on TV towards the end of stages of the Tour de France and other races, his presence heralded by tridents painted on the road, often followed by camera shots of him jumping up and down excitedly, yelling encouragement at the riders.

The problem is though that those pictures don’t air in his home country, with broadcasters pulling the plug on professional cycling there in recent years following doping scandlas including the likes of Jan Ulrich and Stefan Schumacher.

That also caused Germany-based sponsors to pull out of the sport, although there is one back in the highest tier of the sport next year with Alpecin coming on board with the current Giant-Shimano team.

At UCI Professional Continental level, German kitchen equipment manufacturer Bora will join Argon 18 in sponsoring the present Belkin team.

The revival in interest in pro cycling in Germany comes after a Tour de France in which Marcel Kittel, Tony Martin and André Greipel won seven stages between them.

It seems too late for Senft, though, who missed the 2012 Tour de France after having surgery on a blood clot on his brain, and who has set that the lack of media coverage in his home country means he can’t now get backing to finance his travels.

Simon joined road.cc as news editor in 2009 and is now the site’s community editor, acting as a link between the team producing the content and our readers. A law and languages graduate, published translator and former retail analyst, he has reported on issues as diverse as cycling-related court cases, anti-doping investigations, the latest developments in the bike industry and the sport’s biggest races. Now back in London full-time after 15 years living in Oxford and Cambridge, he loves cycling along the Thames but misses having his former riding buddy, Elodie the miniature schnauzer, in the basket in front of him.

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11 comments

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eschelar | 10 years ago
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He needed a ***SPONSOR*** to get dressed up in a crappy red halloween costume and be a spectator at a bicycle race?????????

What the actual er... fork?!!?!

When I want to build a costume for comicon (or halloween if I did that) or go for an actual bike ride, I don't immediately think "now who is going to sponsor me??" I think "bring an extra tube, sunscreen and 40 bucks hidden away somewhere for emergencies".

FFS.

Avatar
Chuck replied to eschelar | 10 years ago
1 like
eschelar wrote:

He needed a ***SPONSOR*** to get dressed up in a crappy red halloween costume and be a spectator at a bicycle race?????????

What the actual er... fork?!!?!

When I want to build a costume for comicon (or halloween if I did that) or go for an actual bike ride, I don't immediately think "now who is going to sponsor me??" I think "bring an extra tube, sunscreen and 40 bucks hidden away somewhere for emergencies".

FFS.

Yeah, I mean it's not like there would be any costs associated with travelling around France for 3 weeks is it? You've really nailed it with your analogy.
FFS.

Avatar
Marky Legs | 10 years ago
0 likes

He's such a good icon for the TdF that the company that runs it really should look into sponsoring him. At the end of the day, he gives a lot to the TdF as a focal point. They could use him to promote the sport too.

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belugabob | 10 years ago
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Sounds like a job for kick starter, or some other crowd sourcing - even my wife feels disappointed if she doesn't spot the Devil on the tour coverage

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skippy | 10 years ago
0 likes

Would DIDI be able to draw people to the " Die IN " on Oxford Street on Saturday 15 Nov. ?

www.facebook.com/groups/StopKillingCyclists

After you adverting the event , others are following :

http://www.voice-online.co.uk/article/thousands-black-people-dying-due-l...

Seems the vehicle drivers DO NOT Discriminate ?

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LondonDynaslow | 10 years ago
0 likes

Will nobody do a sponsorship deal with the Devil?

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Bazzer | 10 years ago
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Didi is a PART of Le Tour! Maybe some of the teams, or even UCI/ASO could contribute?

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pedalpowerDC | 10 years ago
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Another issue is that the broadcasts have been avoiding showing him since his personal sponsors are not official race sponsors who pay the big bucks to get on TV. Maybe he can get hooked up with one of the teams. Having him tag along and the fun press it would bring would hardly be a blink in their budget.

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jarredscycling | 10 years ago
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I didn't even he was sponsored! Maybe a reason he had a hard time securing a new backer?

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Rupert | 10 years ago
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Good time for a UK Sponsor to jump in and convince Didi to go on for a few more years ! Come on all you cycling mad companies with your deep pockets you know you want to. http://avelo-images.photoshelter.com/#!/index/I0000NXn84cWdfak

Avatar
zanf replied to Rupert | 10 years ago
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Rupert wrote:

Good time for a UK Sponsor to jump in and convince Didi to go on for a few more years ! Come on all you cycling mad companies with your deep pockets you know you want to. http://avelo-images.photoshelter.com/#!/index/I0000NXn84cWdfak

You might not be aware then that Wiggle did actually sponsor him in 2012 prior to his having to have surgery.

http://road.cc/61234

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