Last year was a rough for the Tour de France in terms of sponsorship. In the wake of the doping scandals, many sponsors sought ways to distance themselves from one of the world’s great sporting events. As a result, sponsorships could be had for as little as $1.5M. While that may seem like a heavy price tag, keep in mind that a 30-second Super Bowl spot averaged $4 million in 2013.
So, is $1.5 million a good way to spend your marketing budget? In short, it depends – on the segments you are targeting, the geographies that are important to you, and what you consider to be “a significant impact.” To help answer this question, I decided to do some social media analytics around the Tour and the current top three teams (through stage 17): AG2R La Mondiale, Belkin, and Movistar.