In the theatre of the Tour de France they are almost invisible. Some of them wear the teams' clothing, wanting to blend into the chaotic mass of the spectacle - and yet capture every sound, every image, every dispute, every little drama: The crew from streaming provider Netflix.
Netflix shoots series about Tour de France
Netflix is filming a series about the Tour with very exclusive access; in eight episodes, the biggest cycling race in the world will flicker across smartphones, tablets and screens in a way that has never been shown before. The sport is hoping for a boom similar to that experienced by Formula 1 thanks to a deal with Netflix.
Bora-Hansgrohe team boss hopes for a big effect
"It would be nice if that triggered an avalanche," says Ralph Denk, head of the German team Bora-Hansgrohe. "We are proud to be one of the eight selected teams. Formula 1 has experienced a renaissance. I think that the passion and fascination of cycling can be conveyed very well with this series."
There are now four seasons of the Formula 1 series "Drive to survive". According to a survey by Nelson Sports, the racing series gained 73 million fans worldwide in 2021 alone. Of the new followers, 77 per cent are between the ages of 16 and 35. The series was the most-watched product on Netflix in 27 countries. The provider does not provide exact figures.
Teams receive no TV money
If cycling only achieves part of this effect, the project would already have been worthwhile. This is because the teams are dependent on publicity and therefore on their sponsors. In contrast to football, there is no TV money, the race organisers collect it. That leaves the sponsorship money - and this is where the Tour plays an outstanding role. "We generate 70 per cent of our media value from the Tour," reports Denk.
Denk: "They get massive access"
According to the specialised portal "Cyclingnews", the eight supported teams will each receive 50,000 euros. Meanwhile, Tour organiser ASO is to receive a seven-figure sum from Netflix. In addition to Bora-hansgrohe AG2R, Alpecin-Deceuninck, Groupama-FDJ, Ineos Grenadiers, Jumbo-Visma, EF Education-EasyPost and QuickStep-AlphaVinyl. The UAE team of two-time Tour winner Tadej Pogacar declined to co-operate.
70 accreditations issued
The OSA has issued 70 accreditations for the production company. "They get massive access," says Denk. He has instructed his riders to be as authentic as possible. Before the start, many riders are equipped with microphones to capture unique moments. At the start in Copenhagen, last year's runner-up Jonas Vingegaard talked to his girlfriend Trine for several minutes. After the pro had rolled away, the production team quickly removed the microphone attached to his girlfriend.
However, there is also criticism of the filming. Some sports managers feel that the crews' access goes too far and interferes with their work. The project is largely well received by the drivers. "I would be happy if I became a Netflix celebrity," said Colombian Rigoberto Uran. Maximilian Schachmann from Berlin reported that he had already met the crew in March, but that they had so far been discreetly in the background.
Not every Formula 1 driver is a fan of Netflix
Not every driver in Formula 1 is a fan of the series. World champion Max Verstappen, of all people, refuses to co-operate. According to the Dutchman, things are taken out of context in the series to make them seem more dramatic or things are even invented. "The first seasons are interesting and dramatic," says Mick Schumacher. However, the 23-year-old would also like to see the series become more accurate.
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