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SBD/Issue 198/Sponsorships, Advertising & Marketing
Despite Past Scandals, Sponsors Interested In Tour De France
Published July 3, 2008
DOPING SCANDALS HURTING TOUR: Northwestern Univ. communications professor Irving Rein discussed the Tour de France in a Q&A with MEDIA LIFE MAGAZINE's Lisa Snedeker. Rein said the event has "declined as an attraction" among casual fans in recent years due to the various doping scandals. Rein: "Over the last few years, there's been evidence that television and local interest has not been as strong as in previous years. There's also the star factor that is a variable. Certainly the drama of [cyclist] Lance Armstrong's long streak of wins built interest not only in Europe but in North America." Snedeker asked whether doping allegations surrounding Floyd Landis, the '06 champ who subsequently was stripped of the title after testing positive for banned substances, "will hurt the sport." Rein: "In this competitive marketplace, with so many blue-chip major sports dominating the market and many new sports such as action sports and [MMA] gaining momentum, it would not be hard to see the Tour de France slip into the orbit of rodeos and roller derby." When asked what kind of finances go into a Tour sponsorship, Rein said, "A sponsor could easily spend $20[M] a year supporting a world-class Tour operation. ... These types of sponsorships have grown immensely over the last decade as sponsors find it more difficult to use conventional advertising and other crowded channels to reach their buyers" (MEDIALIFEMAGAZINE.com, 7/1).
Contador Will Be Unable To Defend Tour De
France Title Due To Team's Past Discretions
VERSUS: Versus.com, the official Tour de France Web site in the U.S., will offer live streaming of the race from 6:30-8:30am ET for Stage 1 on Saturday, and from 7:00-8:30am ET for Stage 2 on Sunday. TV coverage of the Tour on Versus will start at 8:30am ET both days. On average, the net will air 14 hours of race action per day over the course of the 23-day event. Daily coverage includes a pre-race show followed by live morning race coverage, race action replays four times a day and an expanded primetime show (Versus).