Has cycling overtaken football in the hearts of the nation?
We probably wouldn't go as far as to claim that - yet - but a new league table has shown that cycling kit providers are head and shoulders above football kit retailers in terms of 'brand love' - a rather naff term that comprises social media 'likes' as well as revenue.
According to Tamar, who conducted the research, The total combined revenue of all 10 brands on the league table for 2011 is £256,977,647.00, which is good news for the sports industry, interestingly too according to Tamar Wiggle has the highest reported revenue of all the companies featured.
And wth the top two on the table being predominently cycling brands, it's great news for the pedal-powered websites most of all.
Tamar's CEO Tanya Goodin said: "The Tour de France started this weekend and so it seems apt that we found that two cycling brands lead the table of best-loved sports retailers.
"The British have always seen themselves as a national of football fans but the discrepancy between spectating and participating is nowhere shown more clearly than in what they're buying online."
After an unpromising start, having to be bribed by her parents to learn to ride without stabilisers, Sarah became rather keener on cycling in her university years, and was eventually persuaded to upgrade to proper road cycling by the prospect of a shiny red Italian bike, which she promptly destroyed by trapping a pair of knickers in the rear derailleur. Sarah writes about about cycling every weekend on road.cc.