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The Tour de France: A global money spinner

We look at how sponsorship powers the biggest sporting event in the world.

It is the biggest sporting event on the planet based on the millions of spectators who line roads for a fleeting view, but this year a shake up will mean the loss of the iconic Champs Elysees finish.

We look at how a cycling race became a global money spinner - particularly for its owners, the Amaurys, one of the richest families in sport.

We also visit the Maurienne valley, a regular stop off for the Tour, to find out what’s in it for sponsors and hosts.

And with a new final stage ending in Nice to steer clear of the Paris Olympics, and a date clash with the French election, could 2024 see a change in fortunes for the Tour de France?

Producer/presenter: Laura Heighton-Ginns

(Photo: Mark Cavendish, Davide Ballerini, Elmar Reinders, Michael Morkov Dylan Groenewegen and Cees Bol competing during the 111th Tour de France 2024, Stage 2. Credit: Getty Images)

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18 minutes

Last on

Tue 2 Jul 2024 07:32GMT

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  • Tue 2 Jul 2024 07:32GMT

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