Le Tour de France is more than sport for SBS, its also its culture
Nobody does big sporting events as well as SBS. That’s what SBS’ director of media sales, Adam Sadler has to say about the broadcaster at least, as he claimed it is “synonymous with big sporting events”.
Sadler made this comment as it prepares to celebrate the 110th anniversary of the Tour de France, the world’s most famous cycling race, which will take off again in July this year from Bilbao in northern Spain.
The hybrid-funded public service broadcaster, Special Broadcasting Service (SBS), has been its Australian partner since 1991, and after it extended rights to air the Tour de France until 2030, the pair became one of the longest-standing partnerships in the fast-moving Australian sports rights scene.
Christian Prudhomme during Tour de France 2012. Photo: Josh Hallett on Flickr
When asked about why the tour stayed with SBS, director of Tour de France, Christian Prudhomme, told Mumbrella that it’s simply because “they’re good”.
“It’s not only with the live coverage. It’s also the culture [of SBS] – its French savoir faire is very important for us. Because Tour de France is of course a sport, but it’s also more than a sport.”
Prudhomme said that Le Tour (Tour de France) was covered by the media in black and white photos when it first ran in 1903, and has become a part of the French culture by now despite living through different formats like TV and social media.
In 1936, French law mandated that employers offer a two-week paid holiday per year to workers. Consequently, Prudhomme said watching Tour de France in July has become a “ritual” for people spending summer holidays in the country.
“Even if you don’t like sports, you can still watch Le Tour, because you discover new landscapes, new cultures, and for me most importantly, the courage of the riders,” he said.
Tour de France 2022 in Rocamadour. Photo: SBS
Locally, SBS is gearing up for a well-rounded offering to advertisers this year, tapping into the multifacetedness of Tour de France with a variety of content across linear TV and BVOD.
The network’s director of media sales, Adam Sadler, told Mumbrella: “We showcase the beautiful townships, the monasteries, the culture, the beautiful wine regions, and the beautiful culinary experiences that process also has to offer.
“It’s a beautifully rounded event that appeals to all Australians and we see that reflected in our audience. There was an even split in gender between males and females because there’s something in it for everybody.
SBS boasts a 52-week coverage of cycling. Apart from Tour de France, it is also the Australian partner of Giro d’Italia and the Vuelta a Espana, the other two Grand Tours in professional cycling. The network also secured broadcast rights to Tour de France Femmes avec Zwift (women’s Tour de France) through to 2025.
Sadler was confident about SBS’ broadcast delivery and ad experience. He teased that new solus ad breaks will become available for advertisers leading up to the event, alongside more prime-time slots this year.
However, in preparation for the Paris 2024 Olympics and Paralympics Games, the Tour de France’s Grand Départ next year will take place in Florence, Italy for the first time. It will finish in Nice – also the first time since 1905 that the tour hasn’t finished in Paris.
Tour de France 2022, Arc de Triomphe. Photo: SBS
“As you would have seen in all the publicity around the World Cup: Nobody does big sporting events as good as SBS. We are synonymous with big sporting events,” Sadler said.
Reflecting on Tour de France’s legacy on its 110th birthday, Prudhomme said: “Le Tour must be loved. That was written in L’Équipe, a sports newspaper in France. That’s what Jean-Marie Leblanc, who was my predecessor, said just before the 100th anniversary of Le Tour in 2003.
“It’s about not forgetting your roots. That means when you decide on the route of Le Tour, you can’t forget the small villages.
“We want big cities like in France and abroad: Bilbao, Florence and last year’s Copenhagen, it was just amazing. It was two million people along the road in three days, and very respectful.”
“As many people in France, I’m not sure of the result,” he said jokingly.
“But we need small villages because when Le Tour goes through them, people are proud. The ritual brings people together.”
“We know we have many issues in the world, but when the riders come in, there’s no more stress. It may only last three, four hours, or one day, but it’s Le Tour, it’s the greatest cycling event.”
The 2023 Tour de France will take place from 1 to 23 July.
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Darcy Song was a reporter at Mumbrella, covering media owners, adtech and social platforms. She left in October 2023.
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