Bigger than Beyonce, Lady Gaga and Taylor Swift’: How SBS takes on the Tour de France….
Every July, SBS transforms into Australia’s home of cycling, pulling off a broadcasting feat that rivals the scale and spectacle of global pop stars. While Beyoncé, Lady Gaga, and Taylor Swift command sold-out stadiums, SBS captures millions of viewers with its comprehensive Tour de France coverage. This month-long cycling epic becomes a national obsession, and SBS meets the moment with a production involving dozens of experts, 24/7 commentary, live and on-demand content, and cultural insights.
It’s not just a race—it’s a storytelling marathon. From scenic drone shots of French villages to gripping rider profiles, SBS crafts a cinematic journey. The network juggles multiple time zones, language barriers, and the unpredictability of live sports to bring Australians into the heart of the peloton.
For SBS, the Tour is more than sport—it’s identity, legacy, and audience connection. It’s a massive logistical undertaking that unites sports fans and Francophiles alike, proving that, at least for one month, SBS is as spectacular and unmissable as the world’s biggest superstars.
