Signs of the Tour
Looking back to 1994 and the famous ‘policeman crash’, we saw the unfortunate Wilfried Nelissen colliding with a policeman who was standing alongside the advertising barriers. Then this very year, the inflatable 1-kilometre advertising arch collapsed a split second before British rider Adam Yates hit it, sending him over his handlebars and making him the proud owner of several chin stitches. But this is all part of the appeal of Le Tour, and admittedly these episodes do draw attention to the branding plastered along the hoardings and overhead.
What we like best about the Tour de France, and indeed other Grand Tour races is that unlike their larger cousins, the football World Cup and the Olympics, the signage sits in the thick of it, getting down and dirty with the spectators. And thank heavens for that.
For the sport of cycling is unique in one sense, it’s not just the look of the advertising hoardings that matters, but the sound of it!
As the riders pelt down the Champs-Élysées for the eighth time, the sound of spectators banging the hoarding is deafening, and legendary. You only get this with good old fashioned board signage. Long may it continue!