audioBoom / KM 0 – Sponsors

Kilometre 0 is supported by Jaguar

Kilometre 0 is the official start, after the départ fictif, for each day’s stage of the Tour de France. It is also a new show from The Cycling Podcast, taking listeners behind the scenes at the Tour and along for the ride on the world’s biggest bike race. KM0 will be released every weekday morning for the three weeks of the Tour.

In this episode, Lionel Birnie looks at the role of sponsors at the Tour de France. Without them, it’s hard to imagine the race exisitng. Everything from the yellow jersey, to the teams to the vehicles in the publicity caravan, is sponsored. So what do the companies that sponsor the Tour get out of it?