Today’s news that Former Olympian and skiing bad boy Bode Miller has inked a deal with Head, a manufacturer of ski equipment, only solidifies my belief that most sponsorship is either a waste of time, or an ego trip for the management of the sponsoring company. Shortly after Carly Fiorina took over as CEO of HP she cancelled their long standing sponsorship of “The Women’s Challenge.” One of the premier cycle races for women in the world. It cost them just over $200,000 a year and generated tons of good will for the brand. Carly then put several million a year into co-sponsoring a Formula One car team, which resulted in HP being one of the dozens of different decals on the car. It also meant she got to sit sipping champagne on the terrace of the Hotel de Paris as she watched the Monte Carlo Grand Prix. So I guess someone did OK out of the deal! 
Think there's room for Bode in here?
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