The future of the Tour Down Under has been safeguarded for at least four more years following the announcement that current title sponsor Santos has decided to extend its backing.
The Adelaide-based gas and oil company has been the naming rights sponsor for three years, and has seen the event grow progressively in that time.
With the sport on a high after Cadel Evans’ Tour de France victory and the establishment of GreenEdge, the first-ever Australian UCI ProTeam, Santos has grabbed the chance to prolong its association with the event until at least 2016. “I'm extremely pleased that we will continue our association with the Santos Tour Down Under, an event that brings a tremendous amount of energy, vibrancy and pride to South Australia,” said the company’s CEO David Knox.
“Its global popularity and the elite cyclists that it attracts are hallmarks of its success and will ensure it remains a wonderful showcase for Australia on the world stage.”
The backing means that the organisers can continue working to develop the event, without having to spend time and effort on chasing the finances needed to run the race.
The Tour Down Under has, by all indications, been a major success. Aside from securing a UCI WorldTour licence several years ago and attracting some of the world’s top riders, it has also secured big crowds and generated a lot of money.
Estimates relating to the 2011 show that it injected $43 million into the economy, as well as featuring record crowds of more than 780,000 people. Media coverage was estimated at $154 million, while 280 hours of national and international television coverage were broadcast.
South Australian Premier Jay Weatherill described today’s news as fantastic, and said that it was important for the future of the event.
“The race is now truly established on the world stage, kicking off the annual UCI WorldTour calendar and attracting the best teams and riders to Adelaide each January,” he stated.
“The Santos Tour Down Under is the biggest cycling race in the southern hemisphere and the news that our successful partnership will continue ensures this event can continue its impressive growth.”
The 2012 edition will end tomorrow in Adelaide. Australian road race champion Simon Gerrans and stage five winner Alejandro Valverde are locked on time. Gerrans holds the leader’s jersey but with bonus seconds up for grabs in the intermediate sprints and final gallop, his victory is not guaranteed.