No doubt sandwich chain Quiznos will reap a publicity bonanza from its sponsorship of the USA Pro Cycling Tour in Colorado later this month. But will spending a big part of its marketing budget on a bike race be deemed a frivolous expense for a company the Wall Street Journal reports “is on the brink of default”? The buzz has already begun to build around the USA Pro Cycling Challenge. It’s a seven-day, 518-mile-long race through the mountains of Colorado that hopes to build the same type ...

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