Yellow Livestrong wristbands were taken off across America early
last year when Lance Armstrong confessed to Oprah Winfrey that he
had doped during the seven Tour de France races he won. But the
foreign cycling world, which always viewed Armstrong with
suspicion, had already moved on. The bellwether events of the year
were Chris Froome's victory in the Tour and the ousting of Pat
McQuaid as director of the Union Cycliste Internationale. Even
without Armstrong, the Tour will roll on-- its gigantic entourage
includes more than 200 racers, 450 journalists, 260 cameramen,
2,400 support vehicles carrying 4,500 people, and a seven-mile-long
publicity caravan. It remains one of the most-watched annual
sporting events on television and a global commercial juggernaut.
In "Selling the Yellow Jersey," Eric Reed examines the Tour's
development in France as well as the event's global athletic,
cultural, and commercial influences. The race is the crown jewel of
French cycling, and at first the newspapers that owned the Tour
were loath to open up their monopoly on coverage to state-owned
television. However, the opportunity for huge payoffs prevailed,
and France tapped into global networks of spectatorship, media,
business, athletes, and exchanges of expertise and personnel. In
the process, the Tour helped endow world cycling with a
particularly French character, culture, and structure, while
providing proof that globalization was not merely a form of
Americanization, imposed on a victimized world. "Selling the Yellow
Jersey "explores the behind-the-scenes growth of the Tour, while
simultaneously chronicling France's role as a dynamic force in the
global arena.
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