Inside the untapped commercial potential of the Tour de France

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The Tour de France is the most attended annual sporting event with over 12m people attending roadside every year for the historic three-week race.

Its UK audience is growing too, with the 2026 broadcast attaining 41 per cent more viewers than the previous year.

Despite that scale, many brands still underestimate the breadth of commercial https://www.cityam.com/inside-the-untapped-commercial-potential-of-the-tour-de-france/">[...]