BUSINESSWEEK ONLINE : SEP 11, 2000 ISSUE
Intro Corporate Shadow Infield Oasis Splitsville PHOTO ESSAY starting to tap nonindustry sponsorship--teams such as Ducati Infostrada. Along with other sponsors, Infostrada, one of Italy's largest telecoms, pays about 75% of the team's costs. With a bit more luck and exposure, young U.S. riders who are household names in Europe and Asia may yet become heroes to mainstream and Corporate America, too.  . . . INFIELD OASIS: Fans can come in out of the sun and at least look cool on some of the latest hardware offered by manufacturers IS THAT YOU? Up close and personal with Team Ducati in the evening   NEW ZEN: Denim, sleeping bags, and junk bikes belong to past decades. Today's sport riders wear and ride the best money can buy Next _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ BACK TO TOP

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