“In France the sports newspaper L´Auto ( later L´Equipe), under the editorship of Henri Desgrange, created the Tour de France cycling race, which “exerted an instant fascination on the French public” and “became one of the great sporting events in the world” (Holt 1980: 96-7). It was integrated into the daily lives of the communities through which it passed, and became associated with or emblematic of everything from summer holidays and the ruggeness and beauty of the french countryside to the masculinity of the hardy French peasant and ethnic and national pride. The Tour “found a place in the national mithology of France and was followed anxiously by persons not generally interested in sport as well as by those who were” (Holt 1980: 101). This provided Desgrange and his newspaper with new readers, a development that fed back into further boosted this incipient sport-media-business nexus.”
—Understanding Sports Culture, Tony Schirato