That Cadel Evan’s victory in the Tour de France was a triumph of the human spirit is indisputable. A magnificent achievement that has captured the imagination of cycling aficionados and casual observers alike both in Australia and in Europe. But will wearing the yellow jersey turn into lucrative marketing deals for Evans? Certainly the 600k he picked up for the Tour win will come in handy but this will pale into insignificance if he can translate success on the road to success off it. Although a cussed customer at times with the media, the manner of his victory will help propel him into deals worth many millions of dollars. Potential sponsors will want to link with his grit, determination and will to win as well as his success. He also has longevity on his side (having competed over a number of years) as well as the clean cut image that many organisations crave. Throw in proficiency in a number of languages and an understated personality and you have a complete package that will see his management presented with many opportunities. Although his profile in Australia will go through the roof with a consequent increase in endorsements here, it is in Europe where cycling is more mainstream that his real revenue streams will be. And of course there is the opportunity for him to link with charities and not for profits (perhaps extolling the virtues of a healthy lifestyle in general and cycling in particular for the Australian Sports Commission) as many athletes are wont to do. The result will see Cadel Evans as one of Australia’s most recognised and well remunerated athletes for the next five years, more if he can repeat his success in 2012.