The ASO Empire

Amaury Sport Organisation (ASO), the Tour's owner and organizer, evolved from family newspaper business into international sports marketing powerhouse. The Amaury family's stewardship, spanning generations, balanced commercial growth with protecting the Tour's essential character. This private ownership, unusual for sporting events of such magnitude, enables long-term planning while avoiding public sector bureaucracy.

Revenue Streams

ASO's Tour revenue comes from multiple sources, each carefully cultivated and protected. Television rights represent the largest component, with broadcasters worldwide paying premium prices for exclusive coverage. The global reach—190 countries broadcasting to potential audience exceeding 3.5 billion—justifies substantial fees. France Télévisions alone pays approximately €25 million annually for domestic rights.

Sponsorship provides another crucial revenue stream. The yellow jersey sponsor (currently LCL bank) pays approximately €8 million annually for association with cycling's most iconic symbol. Other jersey sponsors, official partners, and suppliers contribute additional millions. The carefully managed sponsorship pyramid ensures exclusivity value while maximizing revenue opportunities.

The Host City Economy

Cities and regions compete fiercely to host Tour stages, paying ASO substantial fees—typically €500,000 to €1 million for grand départ privileges, €50,000 to €150,000 for stage starts or finishes. These seemingly large sums prove worthwhile investments given economic returns. Studies indicate stage cities see average economic impact of €3-5 million from visitor spending, far exceeding hosting fees.

The competition for hosting rights creates seller's market for ASO. Cities must demonstrate not just financial capacity but infrastructural readiness and cultural enthusiasm. The selection process, mixing sporting considerations with commercial opportunity, ensures the Tour visits regions offering both dramatic racing and economic benefit. This symbiosis between sport and commerce drives route decisions as much as pure racing considerations.