French cycling faces an uncertain future as the Arkéa B&B Hotels team, a prominent French outfit, is reportedly on the brink of collapse due to a lack of sponsorship for the upcoming season. This situation highlights a broader challenge for French cycling,despite the enduring popularity of the Tour de France.
The potential demise of Arkéa B&B Hotels, whose main sponsors have not renewed their contracts and no new sponsors are in sight, casts a shadow over the French cycling landscape. Team boss Emmanuel Hubert described the situation as “on our way to ruin” in comments made to Le Parisien earlier this spring, emphasizing the ongoing efforts to secure new funding.
This contrasts sharply with the stability enjoyed by other French teams like Cofidis, FDJ, and AG2R, which have benefited from long-standing sponsorships for nearly three decades. These enduring partnerships are seen as a cornerstone of French cycling, fostering strong fan loyalty, as evidenced by the numerous fans seen in FDJ attire on the final climb of a recent race.
While acknowledging the importance of loyal sponsors, French cycling federation president David Lappartient noted that sponsors cannot be expected to remain indefinitely, stating, “It is indeed also business. We have to hope that other sponsors will come back, but they are not that easy to find.” He also pointed to the increasing competition for attention from other sports, such as football and Formula 1, despite the Tour de France’s continued popularity and accessibility to fans.
the emergence of new French cycling talent is considered crucial for the sport’s resurgence. Lappartient expressed optimism about the next generation of riders, stating, “Now there are young guests who push these men off the stage. A new generation is coming and hopefully that generation will push the French cycling back to the top.” He anticipates a French winner of the Tour de france within the next five years, signaling a hopeful outlook for the future of French cycling.
