The global financial fallout from COVID-19 continues to disrupt professional cycling’s traditional sponsorship model, and has already thrown top-flight teams like CCC and Mitchelton-Scott into uncertain futures. As a result, there needs to be a stronger impetus for teams to explore alternative revenue streams in order to insulate themselves from the whims of wealthy benefactors and corporate sponsors. One such under-appreciated revenue opportunity is the sale of officially licensed team gear. This is a potential revenue source often overlooked despite the cycling community’s widespread obsession with the latest and most advanced clothing and equipment. Historically there has only been marginal commercial interest in monetizing current-season team kits (although there is a very successful market for historic team kits, through retailers like Prendas Ciclismo)....