Olympic silver medallist Emma Pooley has called on cycling's international governing body to actively raise the profile of women's racing.
Pooley, 29, wants the International Cycling Union (UCI) to strive for financial growth in the sport.
"Most women's races aren't televised so it's less attractive to sponsor women's teams," she told
BBC Radio Norfolk
"The UCI should push for more women's teams and races on TV. Then it will grow of its own accord."
- 2008: Time trial silver at Beijing Olympics
- 2009: British Time Trial champion
- 2010: Tour de l'Aude winner, British Road Race and Time Trial champion, World Time Trial champion
- 2011: Third at World Time Trial Championship
Pooley, from Norwich, added: "It's not British Cycling's fault. It's something the international governing body should do.
"I'd like to think it's being looked at. But I doubt it."
Beijing time trial runner-up
third in this year's World Time Trials in Denmark
The result did not match her
gold medal achievement of 12 months earlier
but for Pooley, who tends to excel on hilly terrain, the performance over Copenhagen's flat course gives her optimism ahead of London 2012.
"The time trial in London is pretty flat," she explained from her winter training base in Australia. "It's got some rolling, dragging almost-hills. But it's pretty flat and that's why Copenhagen was important for me."
Pooley will not know whether she will be competing at her second Olympics until June, when British Cycling will select their team for the Games.
"I'm where I want to be in terms of my preparation," she said. "I don't feel great but I shouldn't in early December as I don't have any big races until March.
"I could be in fantastic shape now but it's totally irrelevant to how I'll be in July and August."