Spanish Bike Race Starts in Supermarket

In a unique twist, the sixth stage of the Vuelta a España commenced inside a Carrefour supermarket in Jerez de la Frontera, with race leader Primoz Roglic and the peloton rolling out from the dairy aisle. This unconventional start is part of a long-standing sponsorship deal with Carrefour, which has been the primary partner of the Spanish grand tour for 12 years. The supermarket chain also sponsors the leader's red jersey, awarded to the top rider after each stage. Professional cycling heavily relies on sponsorship for its funding, as the sport is generally free for spectators along the roadside. This financial model often leads to a high turnover of sponsors, resulting in teams frequently changing names. For instance, Roglic's team, Red Bull Bora-Hansgrohe, recently added the energy drink manufacturer as a title partner ahead of the Tour de France. The competitive landscape is further complicated by rival sponsorships, with Carrefour previously sponsoring the polka dot jersey until 2019. Team sponsors seek visibility through prominent performances, pushing smaller teams to send riders on breakaways to gain media exposure. The 2024 Vuelta features teams partly backed by Carrefour's competitors, such as Lidl-Trek and Intermarché-Wanty. This supermarket start is not the first unusual setting for a Vuelta stage; past events have included a team time trial from an oyster-breeding raft and a departure from an aircraft carrier, showcasing the sport's penchant for the unexpected.