What was the main reason for C&A's sponsorship of the cycling team?
Promote cycling
Support Belgian sports
Have Eddy Merckx on the roster
Increase brand awareness
Answer
The main reason for C&A's sponsorship of the cycling team was to have Eddy Merckx on the roster. The Dutch clothing retailer entered the sport specifically to sponsor a team with Merckx, who was a legendary cyclist.
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