For Colombia's most beloved cyclist, winning isn't the point

https://www.npr.org/2023/12/30/ [login to see] /rigoberto-uran-colombia-biking-cycling-giro-de-rigo
The crowd roared as Rigoberto Urán took the stage last month at Latin America's largest amateur bike event. The Colombian cyclist universally known as "Rigo" started his namesake race, the Giro de Rigo, in 2018. It now draws hordes of cyclists from around the world.

In fact, there were so many riders in this year's Giro de Rigo — more than 5,000 — that once the race began near the central Colombian town of Girardot, it took about 30 minutes for all of the cyclists to move out of the starting gate.

In this cycling-mad nation, Urán is both a superstar athlete and a branding celebrity. Besides his Giro de Rigo, he sells his own brand of cycling gear, called Go Rigo Go! and operates Rigo-themed restaurants. He's a constant presence on TV, endorsing everything from mattresses to mobile phones.