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USA Cycling doesn’t get it.

In announcing the country’s roster for the upcoming the UCI World Championships the sport’s governing body, and one of the most political sports organizations around, opted for youth, particularly on the men’s elite squad.

Kristin Armstrong

Christian Vande Velde, Tyler Hamilton and George Hincapie, three of the country’s most veteran and accomplished riders, all declined participation. And it’s the riders’ prerogative.

But my hunch is that three riders opted not go to the Italian event next week based on family responsibilities and a long season, for sure. And, of course, a spokesman for the organization was quick to rationalize the three riders’ decisions.

But more to the point: USA Cycling is a great organization when it comes to touting its athletes — when they do well.

But where is USA Cycling in its efforts to market and promote the sport and athletes to the mainstream sporting public? Cycling insiders know what’s going on; it’s the public that needs to be educated. USA Cycling doesn’t do much to showcase its athletes on a year-round basis.

In fact, I’ve reported on cycling for nearly 25 years, and I’ve always been amazed how little the riders’ national governing body does to promote and market, particularly in its national championships.

Where are the results? Why doesn’t USA Cycling contact the Associated Press to at least get the results filed on the national wire service?

Andy Lee is USA Cycling’s media relations representative, and he distributes a lot of press releases, often about sponsors and new programs. He works hard. But where was Lee at the Tour of California, Tour de Georgia or Tour of Missouri — the country’s three largest races? He wasn’t at any of them.

So, it’s no wonder Hamilton, Hincapie and Vande Velde declined. And what did USA Cycling do? It offered the spots to young pros Craig Lewis, Steven Cozza and Lucas Euser.

If USA Cycling wanted to show some respect to riders, it could have offered two of the spots to Bobby Julich and Mike Sayers.

Julich, a long-time veteran who won many races in hiscareer, recently announced his retirement after a rekindled few seasons with CSC. Sayers, who rode on the world team twice, was an unheralded team rider for much of his 15-year career. He rode in the recent Tour of Missouri as his last race.

But USA Cycling didn’t make the offer, and it came as little surprise.

The possibility of Lance Armstrong returning to the professional road cycling brought quick reaction from around the globe.

Immediate reaction was that it’s a good thing. But one of the possible shortcomings is that if Armstrong returns it may neutralize the accomplishments of other cyclists who have received their share of the spotlight since Armstrong’s retirement in 2005.

Bobby Julich

In the same vein, with the news of Armstrong’s possible return was pending, the retirement of two long-time American pro cyclists didn’t quite get the appropriate attention.

Nether Bobby Julich nor Michael Sayers succeeded at Armstrong’s level. Then again, nor has any other cyclist. But Julich of Reno, Nev., and Sayers of Sacramento, Calif., deserve some major farewell props.

Julich, 36, who finished third in the 1988 Tour de France, came through the amateur ranks with Armstrong, but took his own path on the international circuit. He won his share of race and had late-career success, including a time trial bronze medal in the 2004 Summer Olympics.

Julich had rough years, including a disheartening departure from the Tour de France in 1999 when he crashed in the time trial in Metz. But Bjarne Riis revived his career in 2004 with the CSC and he became a respected cycling elder statesman. He rode as a pro for 15 years.

Sayers, 38, rode in the pro peloton for 14 years, primarily racing in the United States. He won a handful of races and twice represented the U.S. in the world championships. Mostly, he rode unselfishly for three teams helping younger riders learn the ways of the peloton. He’s riding this week in the Tour of Missouri, his last race.

Farewell, Bobby Julich and Mike Sayers, and fare well.