De l’événement sportif au sport busines : le Tour de France

Abstract

As a “monument” of the international bicycling races calendar and a showcase of French heritage at the same time, the Tour de France is today the foremost annual sporting event. It has become a true brand, consolidating within geographic thought the relations between brands and territory. The event is so famous that it is now a major outlet for advertisers, giving to the race – held every year in July – the colors of a “shopping mall” all along its course. The relationship between commerce and leisure, even tourism, is explicit. Thanks to this world fame, the “Tour de France” brand is available and sold worldwide: from derivative products to derivative races and events through the digital support, the Tour de France business is declined in products, brands, dedicated sites, territorial development, involving new spatial scales connecting local anchoring and popular roots, globalization and “industry” of the Tour.

Keywords

• Business
• Territorial brand
• Mega-event
• Tour de France
• Tourism