And since everyone is brainstorming and holding general assemblies to rebuild Italian cycling, to me, Ivan Basso's idea seems at least worth immediately noting, alongside all the other ideas of this frenetic thoughtful season.

I'll start with an example that Ivan casually throws out: "If I need to buy tiles, I'll buy Panaria..."

This is not a call to infamous autarky, in this case, it's a strong invitation to the cycling public to do their part.

"Why not? Why not consider this: we're all trying to revive our movement, we remaining teams are called to grow and improve, certainly we're the first who must commit to earning credibility, authority, importance, and then yes, of course, earning those famous invitations to major races. However..."

However?

"However, we all must do our part. It's good that people know this. Sponsors don't fall from banana trees: they must be attracted. Obviously, the team's seriousness and results count, but since it remains primarily a advertising investment, sponsors also look at sales returns and product distribution."

If I understood correctly, it's an invitation to buy these products. Put a hand on your heart and another on your wallet.

"Exactly that. It would be fundamental that fans do their part when they go to the supermarket..."

Fans already do a great part by spending money and effort to go to races, waiting for hours under sun or rain for the race to pass.

"And may Heaven bless them. This is the foundation of our sport, its history as a great popular, street discipline, that no one should ever dream of ruining..."

Here, perhaps from the teams and organizers too, who often face fan sieges at start villages and paddocks, do everything to push away, throw out, maintain distances and raise walls - nothing is more harmful than humiliating a child hunting for a cap...

"How can one not agree. Although from this perspective, our teams certainly don't have this fault: we're small, but open, and very happy when people come looking for us."

That said...

"That said, I return to the point. Our fans are all consumers. They can bring bricks to the cause by consuming products advertised by our teams. They are the ones who can open the virtuous cycle: increased sales, sponsor appreciation, existing sponsors more convinced to stay, new sponsors enticed to enter."

So, if tomorrow I need to buy a vacuum cleaner, I should take a Polti from the shelf and leave the trendy Dyson.

"Those who love cycling must start doing this. Let's not forget our history: there were times when someone needing a kitchen would go to Scic and Salvarani, someone needing construction products would immediately choose Mapei."

Having a Pantani helps draw people into Mercatone Uno: that is, victories and popularity are the true fuel of sales.

"Obviously. However, we current Italian teams are not in that situation. Reverberi can struggle every year to bring out interesting young riders, we can do everything to keep Piganzoli in Italy, and please believe it's not so easy, everyone asked about him, he and Pellizzari are the only ones from the last generation with good stage race qualities, in fact Pellizzari has left. We've attracted new sponsors, a bank returned (Fineco), look, Rabobank returned to cycling too, good signs. But without a return, sponsors justifiably cool off. It's very important, indeed decisive, that the public not only cheers but also buys our products..."

Is he ready to hear "look, Basso is doing advertising spots"?

"I'm ready for any reaction, if it means saving Italian cycling. I'm doing my part, others should do theirs. And why not inform people that even in everyday life it's possible to lend a hand. This is not an advertising spot."

What would he call it then?

"It's an idea that perhaps no one ever thinks about. But buying a product written on our jerseys is the first step to rebuilding the chain mechanism. For many sponsors, increasing sales is worth more than victories."

How well he draws water to his mill.

"Look, if people take it that way, I withdraw everything. They can say anything about me, but not that this is selfishness or personal interest. In this case, my interest is the interest of this blessed sport, which we must save at all costs, even in Italy."

Does he believe?

"I believe."