'There will be a free-to-air product' – TNT Sports hints at free Tour de France coverage from this summer

TNT Sports has indicated that there will be some form of free-to-air coverage of the Tour de France in the UK this summer, despite the exclusive live rights now being held by Warner Bros Discovery (WBD). Scott Young, EVP at WBD Sports Europe, confirmed that while the details are still being finalised, a free-to-air product is planned to ensure wider access to the race. This marks a significant shift as 2025 will be the first year in decades without the Tour being broadcast live and in full on free television following ITV’s withdrawal from coverage. The transition to pay-TV has not been without controversy, particularly given the steep increase in subscription prices for TNT Sports, which now costs up to £30.99 per month compared to the previous £6.99. Young acknowledged that a substantial portion of the UK cycling audience has been reluctant to pay for live coverage, with a Cycling Weekly survey revealing that most viewers would not subscribe to watch the Tour live. Nonetheless, WBD aims to strike a balance by partnering with free-to-air broadcasters to provide highlights or partial coverage, while maintaining a subscription model for comprehensive access. Young emphasised the importance of maintaining a relationship with free-to-air outlets, citing existing partnerships with the BBC and ITV for other sports. He noted that while some viewers will never convert to paid subscriptions, others are willing to pay for full coverage beyond highlights. The approach reflects a broader trend in UK sports broadcasting, where premium content often sits behind paywalls, but free access remains crucial for audience reach and long-term growth. Addressing criticism about the subscription fee potentially subsidising football rights, Young insisted that cycling remains a key focus for WBD and will continue to receive significant investment. He also dismissed the idea of an ad-free streaming service, suggesting that advertisements are a necessary part of commercial sports broadcasting, although new formats for ad integration are being explored. Despite the challenges, WBD executives expressed enthusiasm about their first season as exclusive UK rights holders, promising an elevated and compelling Tour de France coverage. Looking ahead, fans can expect further announcements detailing the free-to-air offering and the full scope of TNT Sports’ coverage. Meanwhile, daily highlights of other major races like the Giro d’Italia continue to be available on free channels such as DMAX, alongside digital platforms. The evolving landscape underscores the ongoing tension between accessibility and commercial viability in cycling broadcasting within the UK market.