Which brand is the real winner of the Tour de France? - SportsPro
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With the cycling race bringing in €150m annually, the ASO is clearly the big winner when it comes to the Tour. Cycling’s most famous race remains a major branding opportunity for sponsors
Team sponsors pay for the potentially huge exposure on offer, but do race partners get the better deal?
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Summary
- The ASO is the biggest winner of the Tour de France, bringing in €150 million annually.
- Sponsors pay for exposure, but race partners may get a better deal.
- France's regional departments bid for parts of the race, getting significant returns on investment from race tourism.
- Teams rely on sponsors to fund their participation, with title sponsors funding around 70% of a team's budget.
- LCL pays $12 million a year to sponsor the yellow jersey, which is about 13.7% of the race's annual sponsorship revenue.
Top Highlights
- With the cycling race bringing in €150m annually, the ASO is clearly the big winner when it comes to the Tour.
- Cycling’s most famous race remains a major branding opportunity for sponsors Team sponsors pay for the potentially huge exposure on offer, but do race partners get the better deal? LCL reportedly pays US$12m a year to sponsor the yellow jersey, less than the cost of a mid-tier team naming rights deal
- The Tour de France is less a sporting event than a national celebration.
- While the Tour is a cash cow for the Amaury Sports Organisation (ASO) – more on the specifics of that later – it also sells France to the world. France’s regional ‘departments’ bid between €80,000 and €120,000 (US$86,000 and US$120,000) for significant parts of the race (stage starts or finishes), while the opening Grand Départ can cost millions of...
- For your money you get a multi-hour rolling broadcast advert for your region and significant returns on that investment from race tourism
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