“It’s not just 5,000 francs”: Tour de Suisse makes a loss – but there is hope

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The budget of the 2023 Tour de Suisse is 8.2 million francs. This also applies to men’s and women’s races. The calculations have not yet been made – the exact evaluation of the figures will follow in the coming weeks. The fact is already: the loss will be substantial. How big? Tour director Olivier Senn says only: “It’s not just a loss of 5,000 francs.”

It has long been customary for the Swiss national tour to be in the red. However, Senn is not worried about the continuation of the tour. He feels that the tour of state will continue – in whatever form. Even before Gino Mäder’s tragic death, Senn said: “I assume we will be able to close deals with one or two major partners soon.”

That was after the third stage with arrival in Villars-sur-Ollon VD. Then it was announced that organizer Vlaanderen, who will organize the Ronde van Vlaanderen in the spring, will collaborate in the future – all under the sponsorship of Cycling Unlimited. They won’t take us over and we won’t take them over. It’s a partnership,” Senn emphasises.

«Sitting back at the table of the UCI»

The collaboration with Flanders Classics must create synergies – especially in the areas of safety, marketing, administration and innovation. But the decisive factor is the political component. The Tour de Suisse is now better positioned in the negotiations with the world cycling federation UCI. The most important thing is the positioning of the race in the calendar. “We are no longer sitting at the edge of the table, but at the table,” says Senn.

After Tour de France organizer ASO and Giro owner RCS, you become the third biggest force in the world of cycling. This increases the hope that big stars will continue to be seen in Switzerland in the future.

Also positive: both the State Council and the National Council have agreed to support recurring major sporting events in Switzerland in the future: the federal government can spend CHF 71.65 million between 2025 and 2029. “That doesn’t mean I can just send an invoice. But that way we know that someone can help us in case of need.” Senn says most of the podium locations for 2024 have already been determined.

Two Swiss teams give hope

Still, the question arises: why is the Tour de Suisse 2023 at stake financially? “It’s been a difficult year. After Corona came the war in Ukraine – uncertainty among companies is high. That had an impact on the willingness to invest in sponsorship.”

Nevertheless, in this all-time difficult time, two new Swiss professional teams emerged with powerful investors and key partners: Tudor Pro Cycling and Q36.5. Why didn’t the Tour de Suisse stage a similar coup? “The TV presence for sponsors in such teams is all year round, with us only a good ten days. These are two different beasts. But I’m glad they’re there. If these kinds of companies get involved, the sport will become more credible.”

Source : Blick