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Tour Down Under sticks with ASO for TV distribution

19 July 2013 | Posted in Agencies, Broadcast, Cycling, Global, Oceania | By James Emmett

Organisers of the Santos Tour Down Under top-level cycling race have renewed their media rights distribution deal with Tour de France organisers ASO for a three-year period.

ASO will continue to package, sell and distribute international TV rights for the week-long stage race, which takes place next year from 19th to 26th January in and around Adelaide.

ASO first signed a distribution agreement for the 2012 edition of the race.

Leon Bignell, minister for tourism, recreation and sport in South Australia, flew to France to sign the deal with ASO.

“This is the same organisation that distributes the TV coverage of the Tour de France and continuing the relationship will have obvious benefits for South Australia and the race," Bignell said.

“We also discussed ways of expanding the coverage to more networks and to key tourism markets over more hours.

“International broadcasts of the Santos Tour Down Under showcase South Australia's pristine beaches, wine regions and towns to television and radio audiences around the world.

“The last two years have seen the Adelaide race increase its TV presence in the key tourism markets of the UK, Europe and the US, exposing South Australia and the event to an even greater global audience.”

The 2013 edition of the race received 306 hours of TV coverage worldwide, compared to 246 hours for the 2012 edition.

Meanwhile, reports suggest that the race organisers have also extended a sponsorship deal with France-based global car rental firm Europcar.

Europcar, which extended its support for the French cycling team that bears its name earlier in the week, sponsored the daily prize for the most competitive rider this year.

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