The Cultural Revolution

By 1939, the Tour de France had achieved something remarkable: it had become French culture, as essential to national identity as wine or cheese. The race created annual rhythms—July meant the Tour, and the Tour meant France rediscovering itself through sport. Every village that hosted a stage finish felt connected to something larger, part of a national celebration that transcended regional divisions.

Economic Impact

The Tour's economic influence grew steadily. Hotels along the route booked solid for July. Restaurants created special menus for hungry spectators. Bicycle sales spiked after each Tour, as inspired amateurs attempted to emulate their heroes. The race had become an industry, supporting thousands of jobs and generating millions in revenue.

This economic integration made the Tour resilient. Even during the Depression, when other sporting events struggled, the Tour continued. Sponsors recognized its unique ability to reach consumers—not just urban elites but rural populations traditionally resistant to advertising. The Tour had become too important to fail.