Event promoter Amaury Sport Organisation is confident that its investment in the women’s Tour de France will pay off commercially in future years with a sizeable free-to-air audience creating an appealing platform for sponsors.
Speaking ahead of the first stage of the inaugural edition yesterday (Sunday), a race watched domestically by over 3 million viewers on France Télévisions, Julien Goupil, ASO’s media and partnerships director, told SportBusiness that the broadcast and sponsorship foundations laid left him confident of success.
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