UP249 A short business history of Tour de France

The Tour de France is one of the great sporting moments of the year, with a storied history and cultural heritage that is both international and uniquely French. 

Journalist Alex Duff has written a book called Le Fric, which uncovers the business story of this great French institution and its ever changing relationship with money and power; the secretive family who own it and the multiple attempts to wrestle control by rival groups keen to make the Tour the centre of a world cycling league. 

Today’s episode is sponsored by our friends at Turnstile, who are asking a good question: do you know what your sponsorship is really worth, or are you guessing?

Turnstile uses real market rates to quantify the value every single sponsorship right within a deal, looking beyond the traditional media metrics to calculate the value of the Exposure, Intellectual Property and Direct Benefits.

This enables Turnstile to deliver a recommended transaction price that’s comprehensive, accurate and defensible.

So don’t pay too much. Don’t leave money on the table. 

Know the fair market price, and buy and sell with confidence. 

If you value your sponsorships, value them properly.

Get in touch with Turnstile at turnstilegroup.com

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