ABSTRACT
The Tour de France is considered as the sport event in the world.7 It is a legendary race with a 104-year history and the absolute reference of the worldwide cycling. The organizer calls it ‘a shared event’ with 12-15 million spectators along the roads, around 600 cities crossed every year and a publicity caravan with 220 vehicles and 16 million goodies offered to the public. Its media resonance is exceptional (Figures 25.1 and 25.2):
• 3200 hours of TV broadcast in 185 countries. • 4-5 billion TV contacts all over the world. • 617 media and 1700 journalists on-field. • Notoriety higher than 90 per cent in main markets.
