After the Football World Cup and the Olympic Games, the Tour de France is the third most followed event in the world. This year, in 2026, it begins on July 4 in Barcelona. It brings together around 3.5 million viewers, but also numerous spectators throughout the stages. The event each year becomes an opportunity for businesses of all sizes.
An event with strong financial benefits
The Tour de France is organized by the company ASO (Amaury Sport Organisation). With a different route each year, it is a real success for cycling enthusiasts and millions of spectators. It generates a turnover of around 150 million euros each year for its owning company. Between the broadcast rights of television channels, the financial participation of cities and sponsors, this is an event with strong financial benefits. The company asks for a contribution of 100,000 euros for the cities of departure and 60,000 for those of arrival. Even though the price may seem significant, cities readily accept because they are aware of the opportunity.
Every year, around 12 million people support runners at the side of the road. Cities and small businesses therefore have the opportunity to benefit from the event with an increase in their activity thanks to the presence of tourists before and after the race. They are also gaining notoriety with the event broadcast in more than 190 countries. Viewers discover different cities in France and Europe, creating visibility for them.
An opportunity for big companies
The Tour de France offers exceptional visibility to companies and brands. Thanks to international distribution, official sponsors quickly develop their notoriety among the French and foreign public. Their logos are displayed everywhere: on runners’ jerseys, banners and even official stands.
Thus, historic partners mark the minds of spectators throughout the race. This is the case, for example, of:
- LCL (partner of the Yellow Jersey)
- Skoda
- Vittel
- Kris
Large companies also take advantage of this event to directly reach consumers through the distribution of goodies. LCL thus participates every year in the famous Tour caravan. This advertising parade generates real enthusiasm and brings together millions of enthusiastic spectators on the side of the roads.
The Tour caravan is made up of around a hundred advertising vehicles. With the distribution of their product or goodies, participating companies promote their brand. The caravan passes each stage before the runners pass. Spectators are fond of this marketing action. Between St Michel madeleines, Vittel water and Haribo sweets, they have everything you need to have a good time. The passage of the caravan is an emblematic moment before the start of a stage. In 2017, 18 million goodies were distributed along the roads and sponsoring the Tour de France is very profitable communication.
But also an opportunity for small structures
If large companies take advantage of the event with their advertising vehicle, it is also an opportunity to communicate for small local structures. With the presence of thousands of people for each stage, small businesses take the opportunity to distribute flyers or install banners within the city. This event can prove to be a real boon for small structures, particularly for traders who experience strong activity in a short time.
Local businesses are also very often mobilized to participate in hosting the Tour de France. Cities sometimes call on local artisans to create banners and decorations in the colors of the event. These structures then experience strong activity and then benefit from visibility on the event broadcast internationally. Through the filmed event, they benefit from highlighting their product which can sometimes engage an audience. It is also an opportunity for cities and businesses to organize events with the aim of promoting a product or service. The presence of thousands of tourists helps to gain notoriety.
An event with strong financial benefits
The Tour de France generates enthusiasm among television viewers, tourists and cycling enthusiasts. Finally, this event, through its various actions but essentially the passage of the Tour caravan, allows companies to put themselves forward. The various marketing actions generate a certain visibility which can encourage roadside spectators to consume products present on the Tour. For small traders and small local businesses, it is also an opportunity to communicate and introduce products to thousands of people. Like any sporting event, the Tour de France reaps and generates significant financial benefits. Furthermore, unlike the Football World Cup or the Olympic Games, this event is easier to access for small structures.
