I will disagree with you on sport (not just cycling) not being top of mind. Sport matters. Not only are some sports such financial and economic powerhouses that they keep entire economies afloat, even marginal ones have a dramatic effect on the overall wellbeing and morale of a population. Listen to lance's Forward podcast with Charles Barkley, they unpack it and explain it a lot better than I can, but it's a real effect. Look at how a simple feel good around the springbok's winning a world cup buoys our economy and drives investor sentiment. So much happens based on emotion you can't discount it.
