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Can Sky do the impossible and educate Britain about cycling?

I don’t often say this about the Murdoch-owned media behemoth that is Sky, but I have been quite impressed by their investment and involvement in cycling in the UK. Nonetheless, they face two enormous challenges if they want to transform British attitudes towards cycling: nurture and develop a British Tour de France winner, and force the sport into the mainstream media consciousness.

Of course, the tip of the Sky iceberg – and the aspect that receives the most media attention – is the pro racing Team Sky. Led by David Brailsford, the mastermind behind British cycling’s unprecedented success at the Beijing Olympics, the team aims to achieve the following three-point plan:

  • Create the first British winner of the Tour de France within five years
  • Inspire people of all ages and abilities to get on their bikes, through the team’s positive profile, attitude and success
  • Add further support to competitive cycling in Great Britain

In total, Sky is providing £30m in sponsorship for the team – as well as being a magnet to attract other big name backers such as Marks & Spencer, Jaguar, Gatorade and Oakley – and will remain as the title sponsor until (at least) the end of 2013, a four-year commitment. It is no small investment.

Getting people cycling

Putting aside the primary sporting aim, these are wide-ranging and lofty ambitions, particularly given the less than friendly nature of British roads – and road users – when it comes to cycling. (See Gaz’s blog here and here for two examples of the kind of rough ride cyclists get in this country.)

And they do appear to be putting their money where their mouth is, working closely with British Cycling (website here) to encourage both competitive and public participation in cycling. This includes a series of 11 high-profile Skyrides, in city locations which close their streets to traffic to allow cyclists to ride in a safe and controlled environment, and a further 400 organised local events across the UK. (For details of the various Skyrides, go here.)

Last weekend’s Skyride in Ealing, West London, attracted 13,000 riders. Impressive.

Where will we find a British Tour de France winner?

Team Sky themselves are currently preoccupied on a three-week jaunt around the French countryside, taking in the odd hill or two. You may have heard about it.

Bradley Wiggins

It is here that the task in hand starts to become tricky. Sky brought in Bradley Wiggins, fourth at the 2009 Tour, as their marquee signing, but the 30-year old has struggled on this year’s more gruelling and mountainous route, and has slipped out of the top 20. The team has enjoyed some notable successes: Geraint Thomas was at one stage second in the overall classification and wore the white jersey as the best young rider, Edvald Boasson Hagen had two top-three finishes on consecutive days, both Steve Cummings and Juan Antonio Flecha featured prominently in ultimately unsuccessful breaks, and Thomas Lofkvist is also in the top 20 overall. For a first year squad this is a decent if unspectacular return, and in reality – Wiggins’ poor form aside – is probably not far short of Brailsford’s expectations.

The problem is more about managing the expectations of a British public who are casually interested – at best – and relatively unknowledgable about the vagaries of road racing. To the man in the street, Sky is the company that turned the Premier League into (supposedly) the best football league in the world, and Britain is the country that dominated the track cycling events at the Olympics. So why shouldn’t Team Sky just waltz in and lay waste to a field sponsored by an eclectic mix of companies which include an Italian wardrobe manufacturer (the Servetto of Footon-Servetto), producers of pre-coated steel (Lampre) and laminate flooring (Quick Step), and a coalition of state-owned Kazakh companies (Astana, which is the name of the capital of Kazakhstan)?

The reality is that you do not just recruit a top rider and expect them to win the Tour. Only eight men have won the Tour in the past 19 years. And no Briton has ever finished higher than fourth. Winning a Tour takes a lot of time, and no small amount of good fortune. Top riders such as Alberto Contador and Andy Schleck have extremely strong teams around them, any of whom could generally be stars in lesser teams.

And the other harsh truth is that, at the moment, there is no obvious potential British Tour winner. While Wiggins is world-class in the time trial discipline, on this year’s more numerous big climbs he has struggled to keep up with the leaders and found a consistent level a notch or two below that elite level of performance. There is no guarantee – indeed there has to be a large amount of doubt – that he will ever be good enough to hang onto the very best climbers. And for all Thomas’s potential – he is still only 24, positively callow for a cyclist – and strong results on the early flatter stages, he suffers from vertigo once the road starts pointing upwards.

We are currently a long way from finding that elusive British Tour winner, but that may actually be the least of Sky’s problems.

Educating the mainstream media to educate the public

Media coverage of the Tour falls into one of two camps.

Among UK newspapers, there is a fairly clear split between the broadsheets, which provide good coverage, and the tabloids, which provide little or no coverage, even in a year where Britain can boast a new, high-profile team with a genuine front-runner, and Mark Cavendish, winner of an incredible six stages in 2009.

TV coverage is provided by ITV4 and Eurosport, with both stations providing live daily broadcasts. ITV’s line-up is particularly impressive, with Gary Imlach, a highly experienced front man, flanked by former stage winner and yellow jersey Chris Boardman, and ably supported this year by Matt Rendell, Ned Boulting and Jill Douglas. However, this level of comprehensive coverage is enjoyed by only a small minority, with BARB ratings numbers showing that ITV averaged around 400,000 viewers per day for their hourly evening highlights during the Tour’s first week, with Eurosport’s typical audience being about a quarter of that. That’s just half a million people watching on a daily basis, or about one-fortieth the number of people watching England’s recent World Cup matches.

Simply put, the Tour de France is not mainstream.

On those rare occasions when, say, the BBC has devoted more than ten seconds to a daily update from the Tour, it has been to focus on one of the more sensationalist stories from the race: Mark Renshaw‘s head-butting of Julian Dean on stage 11, say, or noting that stage 13 winner Alexandre Vinokourov was previously thrown out of the Tour for blood doping. Remember, folks, these cyclists are all thugs who spend their lives injecting themselves with all manner of illicit substances.

Yes, I’m exaggerating. But actually not by very much.

This is the lot of road race cyclists in the eyes of much of the media: ignored for the most part, and occasionally the subject of snide headlines and scandals. Cavendish scraped into the shortlist of ten for BBC Sports Personality of the Year last year, but despite winning six stages at the Tour and riding roughshod over the world’s best sprinters all year, he barely merited a 10-second mention on the night and stood about as much chance of winning the main award as I do of beating Usain Bolt over 100 metres.

It doesn’t help that stage races are incredibly complex beasts which do not lend themselves to 30-second soundbites and a straightforward league table. How can Cavendish win six out of 21 stages and yet still finish 131st overall? Why don’t all the leaders try to win every stage? How can you win the race without actually winning a stage?

But that lack of audience understanding is never going to change while our biggest broadcaster cannot be bothered to take the Tour seriously just because it doesn’t enjoy any broadcast rights. Perhaps the best route forward is for Sky to pick up the broadcast rights themselves, and start throwing their weight behind the coverage of the sport to make it more accessible to new followers (as they have done for many other sports), as well as the promotion of it.

Before I finish, let me just state that I am not some raging, evangelical two-wheeled nutcase. Indeed, I neither own nor ride a bike. I just happen to love this sport. It pains me to see the way so many of our major media outlets choose to cover it (or just ignore it outright), and the influence that has on the general public’s (lack of) understanding of one of sport’s greatest spectacles. We deserve better. And so do the cyclists themselves.

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Defining moments 7: Tom Simpson initiates cycling’s war on drugs

An occasional series looking at the defining moments which explain why sport captivates us so much …

Sometimes professional sportsmen and women do their job too well. They make it look so effortless that it underplays the scale of their achievements and the dedication required to reach the peak of their powers.

For all its benefits in making sport more accessible to the viewing public, television is something of a double-edged sword. Great achievement becomes commonplace. Brief highlights don’t do justice to a batsman who has batted all day to score a century. You don’t appreciate just how fast Formula 1 cars go round corners. Television allows us to see more, but in some crucial ways we also see less.

But every now and then sport lays bare just how far its participants are willing to push themselves to the very limits of human endurance – and sometimes beyond.

Tour de France, July 1967

Unless you’re a student of cycling history, you have probably never heard of Tom Simpson. And yet he was voted BBC Sports Personality of the Year, Sportswriters’ Personality of the Year and Daily Express Sportsman of the Year in 1965 ahead of such luminaries as Bobby Charlton and Henry Cooper.

And rightly so, for Simpson was a trailblazer. He won a bronze medal at the 1956 Olympics aged 18, to which he added a silver at the Commonwealth Games two years later. He then became the first Englishman to break into the closed shop of professional cycling in continental Europe, racing to fourth place on his World Road Race Championship debut in 1960.

The highlight of his career came in 1965, when he became the first British rider to win the World Championship. This was a remarkable achievement, even more so considering he had fallen in that year’s Tour de France and raced on against doctor’s orders for several days before finally abandoning, shattered, with an arm so badly injured it almost had to be amputated. Tom Simpson epitomised the British ‘stiff upper lip’ with his refusal to admit defeat. It was an admirable trait. Unfortunately, it would also cost him his life.

Despite his many successes on the circuit, the Tour de France was the one Tom Simpson longed to win above all others.

On stage 12 of the 1962 race, he became the first Brit to wear the coveted yellow jersey, after which he said:

My lucky number is 13. My daughter was born on Friday the 13th, my wife also. Perhaps Friday, stage 13, will be lucky too.

It wasn’t. Simpson relinquished the yellow jersey after just one day. He would never wear it again.

Simpson slipped back to sixth that year – still a huge achievement, the highest finish ever by a British rider at the time (and since bettered only by fourth places for Robert Millar in 1984 and Bradley Wiggins last year). Subsequent years, however, were less successful, with only one finish in the next four years, fourteenth in 1964.

However, the 1967 Tour was more promising. Simpson was in good form, having won Paris-Nice and placed well in other races. After twelve stages, he was lying seventh and optimistic of further progress.

The 13th stage on the 13th day of July was the climb up Mont Ventoux, perhaps the single most challenging peak on the Tour itinerary. An excruciatingly slow and soul-destroying 22 kilometre climb to a peak of 1,912 metres, in those days the ascent was made during the hottest part of the afternoon, with roadside temperatures in excess of 50°C.

From the early stages of the climb, it was clear Simpson was in difficulties. Never the best of climbers, he was unable to keep pace with the leaders as he wobbled unsteadily in pursuit, heat and exhaustion clearly getting the better of him.

Photographs of Simpson on the way up Ventoux clearly foreshadow what was to come. The heart was still beating, the legs still pedalling, but the pallid, ghostly face and the cold, blank eyes betrayed the truth – Tom Simpson was dead already.

About three kilometres from the summit, Simpson fell, having reached the limit of his endurance. He urged spectators to help him back onto his bike, and struggled on for a few hundred metres before falling again into the boulders by the side of the road. This time he did not get up.

His mechanic, Harry Hall, was first on the scene, closely followed by Tour doctor Pierre Dumas. Their repeated attempts to revive the stricken cyclist via mouth-to-mouth and cardiac massage were in vain, and Tom Simpson was officially pronounced dead at Avignon Hosptial later that afternoon. He was 29.

The terrible truth behind Simpson’s death soon began to unfold. Post-mortem investigations revealed he had been the beneficiary of ‘scientific training’ (to use one of the euphemisms of the time). His bloodstream contained traces of amphetamines, three vials (two empty, one containing further pills) were found in the pockets of his race jersey, and a subsequent search of his luggage uncovered further supplies. There was no doubt he had been using drugs to augment his performance.

Although the autopsy reported the official cause of death as dehydration, lack of oxygen and overexhaustion, it was clear Simpson had charged himself up with amphetamines to help him ride harder for longer, as a result of which his body simply did not know when to stop.

As a final footnote, compatriot Barry Hoban was allowed to win the following day’s stage unopposed as a mark of respect by the peloton for a fallen comrade. Tom Simpson’s widow, Helen, is now Helen Hoban.

The Tour remains a dangerous – occasionally fatal – event. As recently as 1995, Fabio Casartelli (a Motorola teammate of a young Lance Armstrong) died from head injuries sustained in a fall on the descent from the Col de Portet d’Aspet. However, Tom Simpson remains the only rider to die because the physical punishment he endured exceeded what his body was capable of handling.

The Tom Simpson memorial on Mont Ventoux (image courtesy of schoeband)

Sadly, Simpson’s name has, to many people, become lost in the mists of time, although it is ironic that he is perhaps better remembered on the continent (where fans affectionately referred to him as ‘Mr Tom’) than in Britain. Today, a small granite memorial by the side of the road marks the spot where he died along with his dreams of winning the Tour de France, a shrine that is lovingly observed by cycling fans of all nations whenever the Tour passes by. A second memorial was built in the Nottinghamshire town of Harworth, where he lived and is now buried.

Tom Simpson was an extreme and tragic example of the risks sportsmen are willing to take when body, mind and spirit alone aren’t enough. His story is a reminder that sport is never easy; on the contrary, the better you are, the harder it is. Sportsmen will do whatever it takes to find that little bit extra – occasionally by illicit means, but usually through years of sacrifice and hard work. That is something to admire about all competitors, no matter how easy they make it look when we watch them. We should never forget that.

For me, the tragic death of Tom Simpson is one of the single biggest defining moments in sport. Why? Well, you have to consider it as an early link in the chain of events that leads us via the systematic programmes of the Eastern Bloc countries in the 70s and 80s, and sprinters Ben Johnson and Marion Jones, to a sporting world today where any extraordinary performance is immediately regarded with the utmost suspicion.

Simpson’s death changed the public’s view of cycling forever by exposing the culture of widespread drug use long before it became an issue in other sports. It forced the Tour to introduce testing procedures, and the spectre of performance-enhancing drugs in professional cycling has never disappeared since; indeed, a number of drug-related scandals in recent years have periodically threatened to destroy the credibility of this most demanding of sports.

It is a situation where the authorities in many sports have historically turned a blind eye to even the possibility of performance-enhancing substances, only to have to hastily introduce testing procedures when someone is exposed. Despite already having rudimentary processes in place, Ben Johnson was not caught until after he had been presented with Olympic gold, despite having produced similarly eye-popping performances for more than a year. Marion Jones too. And the late Florence Griffith-Joyner was never caught, despite setting records which have never come close to being broken in 22 years since.

Simpson was one of the very first professional sportsmen to be exposed for drug use. In some ways, we have a lot to thank him for. But the exposure of sport’s dark underbelly means that we will never look at great athletic achievement with trusting, innocent eyes again. If that isn’t a defining moment, I don’t know what is.

(For more on the story of Tom Simpson, I would recommend the book Put Me Back on My Bike: In Search of Tom Simpson by William Fotheringham.)

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‘Defining moments’ is a series of blogs looking at the defining moments which explain why sport captivates us so much. For more entries in this series, click here.

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