While the UCI spends a chunk of resources trying to rid pro cycling of even whiffs of rumoured motors in the professional peloton, Giro d'Italia organisers yesterday launched the 'Giro E' in what looks to be an exercise of heavily branded cross promotion.
The finer details at this stage remain scant but the 'Giro E' is a five-team, 10-rider race on electric Pinarellos following the same 18 Italian stages of this year's race, just hours before the pros come through each day.
Gianni Moscon of Pinarello-supplied Team Sky, and Ferrari driver Giancarlo Fisichella were in Rome to launch the initiative.
It's hard not to think, even with the involvement of partners Enel, Tag Heuer and Pinarello, what the point of such a race might be other than it perhaps providing a different experience to the other pre-stage caravan promotions.
