I thought this article was interesting...
http://www.bbc.co.uk/sport/0/cycling/27041315
"In February, [Emma Pooley] came third at a half-Ironman triathlon of middling repute in the Philippines. That result earned her more prize money than any of the dozens of bike races she has won..... [she said] "it seems strange when the prize money for coming third at a triathlon in the Philippines is more than the prize money I've ever won in a bike race." "
I'm afraid this is standard stuff, some TT'ing friends of ours told us of a race where the winning man won a top carbon frame and the winning woman won a pair of shorts.
Recently, many of the top British female pros have taken to riding in the amateur competitions and mopping up the prize money, little that it is. My better half was considering contesting a particular series that runs throughout the year, but with Jo Rowsell, Katie Archibold and Sarah Storey to name but a few competing, what's the point?
It does all come down to sponsorship, I can't see what the risk is to a big company, providing, and here's the catch, that the various TV stations are willing to air the races. So really it isn't the sponsors, it's the media, and of them all the BBC ought to be leading the way. Complete lack of backbone and I believe discriminatory.