Le Tour de France is more than sport for SBS, its also its culture

Darcy Song

March 28, 2023 8:43

Nobody does big sporting events as well as SBS. That’s what SBS’ director of media sales, Adam Sadler has to say about the broadcaster at least, as he claimed it is “synonymous with big sporting events”.

Sadler made this comment as it prepares to celebrate the 110th anniversary of the Tour de France, the world’s most famous cycling race, which will take off again in July this year from Bilbao in northern Spain.

The hybrid-funded public service broadcaster, Special Broadcasting Service (SBS), has been its Australian partner since 1991, and after it extended rights to air the Tour de France until 2030, the pair became one of the longest-standing partnerships in the fast-moving Australian sports rights scene.

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Darcy Song

Darcy Song was a reporter at Mumbrella, covering media owners, adtech and social platforms. She left in October 2023.