The 2019 Tour de Yorkshire and Asda Tour de Yorkshire Women’s Race were viewed across the globe by a record-breaking audience of 28 million. This is an increase of 124% on the fourth edition viewing figures of 12.5 million in 2018.
Both races were televised in their entirety and watched by TV viewers in 190 countries, with more media rights holders (47) and live broadcasters (13) than ever before (source: Nielson Sport 2019). The number of press articles mentioning the race also grew 12.9% year-on-year (source: Kantar).
Independent research released today shows the race boosted the county’s economy by £60 million. A reported 1.96 million spectators lined the routes over the four days of action between 2-5 May and the economic impact study – conducted by independent research company GRASP and compiled by Leeds Beckett University – found the overall income generated was £59,852,029.
The economic impact study also showed that the majority of roadside spectators were from Yorkshire (80%) while 20% were from elsewhere in the UK and abroad. 88% of spectators questioned by researchers said they would return to the area where they watched the race as a direct result of visiting it for the Tour.
Welcome to Yorkshire’s Commercial Director Peter Dodd said “We’re really pleased with these numbers, especially the recording breaking TV viewing figures which are more than double last year. There is no other event which showcases all four corners of the county to a worldwide audience on a scale like this.”
He continued, “£60 million, although a drop on last year with challenging weather conditions proving a factor, still represents a massive boost to the Yorkshire economy and it’s clear from the increased press figures that interest in our races, both at home and abroad, has never been higher.
“Tour de France Director Christian Prudhomme noted our Tours ‘had come of age’ this year and the crowds on the roadside were absolutely incredible once again, especially given the seriously challenging weather we experienced during three of the four days of action.
“The Tour de Yorkshire and Asda Tour de Yorkshire Women’s Race showcase Yorkshire as a world-class tourism destination, but on a local level as well, they are so much more than elite bike races. The way communities come together to celebrate them every year is a joy to behold; it’s a real carnival atmosphere and highlights the pride people have in their county. And of course, the races are inspiring people from all walks of life to get active in an environmentally friendly way as well.”
The 2019 edition saw Chris Lawless become the first British winner of the men’s race while legendary cyclist Marianne Vos emerged triumphant in the Asda Tour de Yorkshire Women’s Race.
The eyes of the cycling world will be on Yorkshire once again between 21-29 September when the UCI Road World Championships take place in the county along with the Yorkshire 2019 Para-Cycling International.