When another large chemical company sponsors another successful cycling team what are we to make of it?
Ineos Grenadiers are there for the win but British Cycling is also there if you just want to take part. At least, that’s the story. And whether we like it or not sponsorship is part of the story of sport.
Sport at its best gives us all the opportunity to create our own stories, write our own headlines, and own our change.
But let’s not forget that sport doesn’t build character it reveals it.