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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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