Tour de France race radio TV broadcast in peril
Teams have expressed dismay with only receiving €5,000 for the project
![Tour de France](https://cdn.mos.cms.futurecdn.net/VM3VXwwmJCBjjG4HVfnG88-415-80.png)
Despite its popularity among TV viewers, the future television broadcast of race radios at the Tour de France has been thrown into doubt, with six teams telling Cycling Weekly that under current conditions they would not agree to the program next season, while Tour organisers, ASO, have admitted that they’re struggling to make the project financially sustainable.
The scheme, inspired by Formula One’s broadcasting of race radios, was first piloted at the 2022 Tour de France Femmes Avec Zwift, and introduced in the men’s race a year later with 17 of the 22 competing teams signing-up. A team of three people listen into each transmitted audio and decide which comments should be broadcasted – usually with a delay of between 15 and 30 minutes, depending on the nature of the material.
Despite a few teething issues, it was considered a huge success, especially with Tadej Pogačar’s infamous line of “I’m gone, I’m dead” during stage 17 going on to become the defining moment of the 2023 race. According to ASO, 15 teams recommitted for this year’s race.
However, despite widespread approval among all stakeholders of the idea of taking the audience closer to the action, teams remain deeply unhappy about the financial remuneration they are given. In return for handing over access to their internal team communications, each team is given just €5,000 for the 21 stages. “If ASO really valued it, then they would pay us more,” one team said. “As it is, we won’t be signing up for next year.”
International broadcasters can pay a reported €60,000 to add the team audio to their broadcast feed, but it is not known how many are paying for the additional service. One official from a team who has been signed up for the past two years said, “ASO are making extra money from it, but there’s no value in it for us.”
Jasper Saeijs, marketing manager at Visma-Lease a Bike said: “It was a two year deal initially, and in the future we’ll look at how we can continue with this project… depending on the discussions we’ll have.” Asked if the team would recommit going forward if current conditions remained unchanged, Saeijs said: “I don’t know. We will finish it [this year], reevaluate it, and then say if we continue or not. It depends not only on money, but how it went in the last two years, everything combined together.”
Emily Brammeier, head of communications for dsm-firmenich PostNL, said: “For sure this content has huge value, and more than what teams are getting [paid] now. Would we sign up to it again? If the majority of the teams did and the conditions of the deal were right, yes, we would.”
Get The Leadout Newsletter
The latest race content, interviews, features, reviews and expert buying guides, direct to your inbox!
Julien Goupil, ASO’s commercial director, confirmed the organiser’s intentions to continue with the venture, but admitted that they must bring a sponsor on board to safeguard its future use. “We need to find a business model around it… and at the date of today we have never managed to find a sponsor for such content. We’re struggling and we’re hoping to find one.”
He added: “The difficulty is finding a sponsor and a business model, because when you pay everything, you need to cover your costs. But we’ve never covered the cost over the past three years so it’s an investment.”
Goupil stated that teams will never be coerced into agreeing to the project, but admitted that if “teams say they don’t want to do it, then we will not do it anymore. But for us the idea is to continue.”
Both Visma and UAE voiced disapproval with certain audios that were transmitted during the 2023 edition, claiming that team tactics were given away. CW also heard from several teams that sports directors “feel extra stress because they have to put a filter on important tactical info.” However, every team spoken to for this article reported being much happier with the system and how it’s functioning in 2024.
Brammeier added: “With any project there are always teething problems, but if we want to grow the sport, we need to find new ways to make the sport more engaging for the younger generation of fans. Behind the scenes footage works in other sports and it has a value for us which we have seen especially in social media clips.”
Thank you for reading 20 articles this month* Join now for unlimited access
Enjoy your first month for just £1 / $1 / €1
*Read 5 free articles per month without a subscription
Join now for unlimited access
Try first month for just £1 / $1 / €1
A freelance sports journalist and podcaster, you'll mostly find Chris's byline attached to news scoops, profile interviews and long reads across a variety of different publications. He has been writing regularly for Cycling Weekly since 2013. In 2024 he released a seven-part podcast documentary, Ghost in the Machine, about motor doping in cycling.
Previously a ski, hiking and cycling guide in the Canadian Rockies and Spanish Pyrenees, he almost certainly holds the record for the most number of interviews conducted from snowy mountains. He lives in Valencia, Spain.
-
Pablo Castrillo claims mammoth stage 15 victory atop Cuitu Negru as O'Connor keeps red
Spaniard emerges victorious out of blanket fog in the Asturias as O'Connor retains red jersey despite Roglič attack
By Flo Clifford Published
-
Tom Pidcock takes MTB World Championships bronze as Alan Hatherly wins rainbow jersey
South African upgrades Olympic bronze, with Paris silver medallist Victor Koretzky finishing second in Andorra
By Flo Clifford Published
-
Ineos Grenadiers director of racing Steve Cummings left out of all three Grand Tours in 2024
Team’s director of racing will not be included in on the ground Vuelta a España management group
By Tom Thewlis Published
-
Mark Cavendish set to end his career at Tour de France Singapore Criterium
Event will be Cavendish's final appearance for Astana Qazaqstan after he won a record-breaking 35th Tour de France stage in July
By Tom Thewlis Published
-
Remco Evenepoel in line to race Tour of Britain after Olympics success
Time trial gold medallist could feature for Soudal Quick-Step during six day event in September
By Tom Thewlis Published
-
Tadej Pogačar broke 288 Strava KOMs during Tour de France victory
Slovenian won his third Tour title in Nice last weekend, and picked up a host of new trophies on Strava
By Tom Thewlis Published
-
Primož Roglič reveals he suffered back fracture in Tour de France crash
Slovenian abandoned race after being caught up in crash on stage 12, Vuelta a España participation now in doubt
By Tom Thewlis Published
-
It's time to stop expecting so much of Ineos Grenadiers at the Tour de France
The British team are always under pressure to match their past best, but it’s not going to happen anytime soon
By Adam Becket Published
-
'A bigger result than winning': Jonas Vingegaard hails second place at the Tour de France
It turns out second place is not always 'first loser'
By James Shrubsall Published
-
'Even if I never come back to the Tour de France I will be satisfied': Tadej Pogačar revels in third victory
Three Tour de France wins before turning 26, the Giro-Tour double, the suggestion of a triple crown. Records tumble for the Slovenian
By Adam Becket Published