…special adverts appear to promote goods and services linked to the race.
Here are three adverts, the first is in French, the second doesn’t involve much speech and the third is in Dutch. But don’t worry, you don’t need to understand the language to get the message. Be sure to watch to the end.
French Eurosport has Virenque and the Devil:
The South African Tour de France guide is ready:
Belgian TV promotes its high definition Tour broadcasts:
Note the a common themes, the use of humour and the juxtaposition of normal events with the animation of a bike race. It’s a point that you can repeat with other examples but there simply is no other bike race like the Tour de France, just look at the ad spend here. It might not be big budget stuff but it doesn’t happen for many other races.