If cycling achieved only a part of this effect, the project would already have been worthwhile. Because the teams are dependent on the public image and thus on their sponsors. In contrast to football, there is no TV money, the race organizers collect it. Thus, the sponsorship money remains – and here the tour plays a prominent role. “We generate 70 percent of our media value from the tour,” reports Denk.
Think: “You get massive access”
According to the specialist portal “Cyclingnews”, the eight teams each receive 50,000 euros. The tour organizer ASO is said to receive a seven-digit sum from Netflix. In addition to Bora-hansgrohe, filming will take place at AG2R, Alpecin-Deceuninck, Groupama-FDJ, Ineos Grenadiers, Jumbo-Visma, EF Education-EasyPost and QuickStep-AlphaVinyl. Two-time Tour winner Tadej Pogacar’s UAE team declined to cooperate.
The ASO has issued 70 accreditations for the production company. “They get massive access,” says Denk. He instructed his drivers to be as authentic as possible. Before the start, many drivers are equipped with microphones to capture unique moments. At the start in Copenhagen, last year’s second-placed rider Jonas Vingegaard chatted with his girlfriend Trine for several minutes. After the pro rolled away, the production crew quickly removed the mic attached to the girlfriend.
However, there are also critical voices about the shooting. The access of the crews goes too far for some sports directors, they feel disturbed in their work. The project is mostly well received by the drivers. “I would be happy to become a Netflix celebrity,” said Colombian Rigoberto Uran. Maximilian Schachmann from Berlin reported that he had already met the crew in March and that they have so far been discreetly in the background.
In Formula 1, not every driver is a fan of the series. World champion Max Verstappen, of all people, refused to cooperate. According to the Dutchman, things are taken out of context in the series to make them appear more dramatic or things are even invented. “The first seasons are interesting and dramatic,” says Mick Schumacher. The 23-year-old also wishes that the series would be more accurate.