Free-to-air TV coverage of the Tour de France could continue in the UK after Warner Bros. Discovery secured the exclusive UK rights to the event – having been the sole bidder. WBD, which owns Eurosport, is considering its options including running a premium package on one of its free-to-air channels. ITV, meanwhile, is understood to have made no bid for the UK rights with its current deal expiring after the 2025 edition of the historic race.
There has been a tumultuous fallout since news emerged late last week that Warner Bros. Discovery had snatched up the exclusive UK rights. The European Broadcasting Union mediates tour rights deals on behalf of rights holder ASO and cuts the WBD deal. Deadline recognizes that no free-to-air broadcaster has been tendered for the rights.
Cycling has moved into the mainstream in the UK, buoyed by a plethora of medals at several Olympics and three British winners of the Tour de France: Bradley Wiggins, Chris Froome and Geraint Thomas. The British Ineos team – formerly Team Sky – is one of the best-funded teams in professional cycling, boasting the likes of two-time Olympic mountain bike gold medalist Tom Pidcock among its riders.
There was widespread concern that the loss of ITV’s broadcast rights to the cycling blue ribbon event, which takes place every July, would have a significant detrimental effect on the sport in the UK, with fans bemoaning the idea that they would need a pay-TV subscription to watch the Tour. WBD and Eurosport declined to comment, but Deadline understands it is working to determine what the free-to-air component of its paid coverage might look like.
All stages of another of cycling’s grand tours, the Giro D’Italia, are shown live and in full on Eurosport. Highlights were broadcast on Quest, one of WBD’s free-to-air TV channels in the UK that can be home to free-to-air highlights of the Tour de France.
Many cycling fans in the UK grew up watching Channel 4’s coverage of the Tour de France. In 2001 it moved to ITV, which has a renowned commentary team and has built a following for its coverage of cycling’s three biggest grand tours. Its free-to-air programs air alongside pay-TV coverage on Eurosport, which has traditionally been known for its year-round cycling coverage as well as motorsport, tennis and winter sports. It has covered the Tour since 1991.
Asked by Deadline why it pulled out of the cycling rights, ITV said: “It has nothing to add on that front.” The broadcaster has struck new deals for the rights to games played by the English men’s and women’s soccer teams, and may reveal its priorities.
The new cycling rights deal starts from 2026, meaning next summer’s Tour de France will be on both ITV and WBD’s Eurosport, but it will be the last Tour de France for UK broadcasters.
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