> ... riders must formulate their Tour de France strategy around maximizing visibility for sponsors.
> Winning the tour is fantastic — but not necessary — for brand exposure. Often, you’ll see lesser-known riders break away from the pack to give sponsors media time, even if it isn’t technically the best thing to do.
> “The entire Tour is about getting eyes on the company on your jersey,” an ex-pro who wished to remain anonymous told us.
Riders from the wildcard teams are especially prone to go for suicide breakaways. It was a huge source of confusion when there wasn't any breakway the other day in the tour. It's literally worth hours of commercial air time.
> ... riders must formulate their Tour de France strategy around maximizing visibility for sponsors.
> Winning the tour is fantastic — but not necessary — for brand exposure. Often, you’ll see lesser-known riders break away from the pack to give sponsors media time, even if it isn’t technically the best thing to do.
> “The entire Tour is about getting eyes on the company on your jersey,” an ex-pro who wished to remain anonymous told us.