Tour De France owner Amaury Sport Organisation (ASO) has joined forces with Events SA to sell global television rights to the Santos Tour Down Under with a potential audience of 5 billion people in over 190 countries.
It’s all part of ASO’s strategy to globalise cycling. By organising the Tours of Qatar, Oman and Beijing and helping with TV production and distribution for the Tour of California and now the Santos Tour Down Under, ASO is actively contributing to cycling's rise in popularity, not just as a sport, but also as a means of sustainable transport in cities.
This year’s Santos Tour Down Under will also host Tour de France Director Christian Prudhomme for the very first time.
Santos Tour Down Under Race Director Mike Turtur said “It will be fantastic for the Director of the Tour de France to be here in Adelaide during our race. We have invited Christian over the past few years so it is a coup to have him at this year’s event.”
The Santos Tour Down Under will be broadcast worldwide with the 2011 event receiving 284 hours of international and local television coverage.
The 2012 Santos Tour Down Under kicks off January 15, with the final stage and presentations taking place on Sunday, January 22. Visit peloton.santos.com and tourdownunder.com.au for the latest news and full race details.
Community relations, South Australia