As the world’s most prestigious annual men’s multiple-stage bicycle race, the Tour de France attracted several major companies as key sponsors. The largest sponsorship deal in terms of annual value for the 2024 Tour de France was its partnership with LCL. The five-year deal, which covers the 2024-2028 period, sees LCL sponsor the Tour de France’s yellow jersey. Overall, the event generated an estimated $70.06 million for the 2024 season, according to GlobalData, a leading data and analytics company.

GlobalData’ s latest report, “Post Event Analysis – Tour de France 2024,” reveals that the estimated media revenue for the 2024 Tour de France was $23.85 million. The largest media deal in terms of annual value for this year’s edition of the race was with Eurosport. Continental served as the main sponsor of the race and also the partner of each stage victory, with a Continental representative present the trophy to the winner of the stage on the podium.

Olivia Snooks, Sport Analyst at GlobalData, comments: “The yellow jersey is the most renowned and coveted jersey in the Tour de France. The jersey is rewarded to the rider with the lowest cumulative time over the entirety of the race. Therefore, this is why the largest and most iconic sponsorship partnership with the Tour de France is with the yellow jersey.”

According to GlobalData, the largest media deal in terms of annual value was with Eurosport. The pay-TV broadcaster has agreed a six-year deal, which covers the 2020 to 2025 period. This builds on the previous agreement which was struck in 2017. The deal has an estimated total value of $94.2 million and covers countries in Europe.

Snooks continues: “The beginning of the Tour de France this year struggled for viewership as it had to content with the impact of the UEFA European Championships. The tour is one of the most major sporting events in Europe, however the round of 16 matches at the Euros coincided with the first stages of the tour held in Italy. Unfortunately, within the European market, the Tour de France had to settle for slightly lower viewership whilst the Euros was ongoing.”

At the 2024 Tour de France, the 176 competitors raced for a share of €2,301,200 ($2,511,288), which is slightly less than the 2023 total of €2,308,200 ($2,567,665). The winner of the 2024 Tour de France, Tadej Pogačar, received the largest amount of prize money out of all the competitors, receiving €500,000 ($542,140), which is around 20% of the total prize purse.

Snooks concludes: “There are several different categories for prize money at the conclusion of the Tour de France, with the highest being the yellow jersey winner. However, there are further opportunities to gain a financial prize for the riders, including the green jersey, which is the points winner, and the polka dot jersey, which is referred to as the ‘King of the Mountains’.”