The Modern Campaign

The 2000s saw renewed activism for women's Tour inclusion. Riders like Emma Pooley and Marianne Vos led campaigns combining traditional advocacy with social media pressure. The "Le Tour Entier" petition gathered over 100,000 signatures. Professional women riders organized media-savvy protests, racing unofficial stages ahead of men's races to demonstrate their capabilities.

Changing Economics

The campaign's success owed much to changing sports economics. Women's sports showed increasing commercial viability. Television ratings for women's soccer and tennis demonstrated audience appetite. Sponsors recognized value in associating with gender equality. Younger demographics, crucial for sports marketing, expected inclusive competition.

Crucial support came from within men's cycling. Champions like Alberto Contador and Chris Froome publicly backed women's Tour. Male riders who had daughters increasingly questioned why their children couldn't aspire to yellow jerseys. This internal pressure, combined with external activism, gradually shifted establishment attitudes.