It’s understood that ASO, the company responsible for organising the Tour de France, charges around €90,000 (£76,000) for a stage start, and €130,000 (£110,000) for a finish, although this differs on a case-bycase basis.
Dijon paid €150,000 to welcome stage six, according to the mayor’s first deputy, Nathalie Koenders. The fee may seem a lot, but with the business it brings in, the cost ends up being negligible.
“Compare it to the price of an advertising slot on France 2 during the Tour de France. For a oneminute advert, it’s about €1 million,” Koenders says. “In the short term, the race has an immediate impact on our economy. In the medium to long term, it opens up our city to more people watching at home.”
The race’s Grand Départ, its…