Tuesday, January 19th, 2021

SBS’s love affair with le tour continues


David Culbert on SBS’s the Sag Wagon podcast said in Episode 19, “we look forward to our 10 year contract extension.”  This comment was made in reference to SBS and the Amauary Sport Organisation (A.S.O) announcing an extension to SBS’s current broadcast rights to the world’s most famous cycling event – the Tour de France. This builds on the current broadcast rights deal announced in 2010 (as reported by FrostGlobal).

SBS’s new deal has secured it exclusive broadcast rights until 2023, meaning it will be the only place to watch the Tour de France in Australia for the next 10 years. The agreement is the longest rights deal between SBS and A.S.O. and includes:

  • Live coverage of every stage;
  • Highlights;
  • Pay TV rights; and
  • Extensive online and mobile rights.

The new 10-year deal also includes the television rights to other key cycling events, including:

  • the Vuelta;
  • Paris-Roubaix;
  • Liege Bastogne Liege;
  • Fleche Wallonne;
  • Criterium du Dauphine;
  • Paris-Nice; and
  • Paris-Tours,

as well A.S.O’s other premium events, the Dakar Rally and Paris Marathon.

SBS Chief Executive Officer and Managing Director Michael Ebeid said:

“SBS has built its expertise in cycling over the past two decades and we are now the premiere home of cycling in Australia. The Tour is at the heart of SBS and this agreement is wonderful news for Australian audiences who will be able to watch it on free-to-air television as well as all of our new media platforms for the next 10 years.

SBS has been with cycling since its beginning because we believe in giving exposure to sports which unite communities. Today, cycling is one of the most popular participation sports in the country and this agreement ensures it is accessible to all Australians in the future.”

Yann Le Moenner, Managing Director A.S.O. said:

“…It is a real privilege for ASO to receive such a long term commitment, and demonstration of confidence in the Tour de France, from SBS. We are very happy that, thanks to SBS’s work, the enthusiastic public of a major cycling country, like Australia, will continue to experience all the joyful moments and emotions which are carried by the Tour de France.”

By the time the new deal has expired SBS will have broadcast the Tour de France for 33 years (rivalling Nine’s longevity as the broadcaster of test cricket).  Last year’s tour coverage reached 6 million Australians, while this year’s coverage has averaged around 200,000 viewers each night.  Lets hope that in 10 years’ time SBS’s coverage will still include Gabriel Gate’s Taste le tour and Sam Pang, David Culbert and Annabelle Drew delivering the daily Sag Wagon podcast!

The tour concludes early Monday morning (Australian time) in Paris, where barring a crisis Christopher Froome will stand on the ChampsÉlysées podium as the winner of the maillot jaune.


SBS secures exclusive Tour de France rights until 2023




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