Sheffield set to turn yellow for Tour de France

Team Sky's Chris Froome of Great Britain during the final stage of the Tour de France in Paris, France. Photo: Tim Ireland/PA Wire.
Team Sky's Chris Froome of Great Britain during the final stage of the Tour de France in Paris, France. Photo: Tim Ireland/PA Wire.
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Yellow fever is set to spread across Sheffield during next summer’s Tour de France celebrations.

Flower beds, landscapes and public transport will be transformed in a ‘turn Sheffield yellow’ campaign as part of the council’s plans to capitalise on the Grand Départ’s visit to Yorkshire in July.

Sheffield is also set for a slice of a £2 million pot of funding for a 100-day festival of culture to run in the build-up to the race.

Commissions of up to £300,000 will be available for works of art.

The council is also bidding for extra funding from governments for community groups and grass roots organisations to put on their own events, similar to the Cultural Olympiad which ran alongside London 2012.

Sheffield’s economic benefit is expected to be £10 million, plus £5 million of marketing exposure.

Coun Isobel Bowler, Sheffield Council cabinet member for culture, sport and leisure, said: “This is going to create cycling tourism with people coming to the area to do the route and hotels are already starting to fill up.

“But this is also our chance to show the best of what the city has to offer.”

With many firms expected to invite clients from the capital and overseas to the event, there are plans in place for a business conference.

Council bosses had no say in which parts of the city the route would travel through but will be able to co-ordinate media coverage.

Race organisers have requested a list of GPS co-ordinates for Sheffield’s beauty spots and cultural landmarks for its fleet of nine helicopters to film during the ride.

Television coverage – which will be broadcast in 188 countries – will cut to shots of the wider city at different points on race day.

Commentators and global press will also be provided with a portfolio of facts and information designed to showcase the best of Sheffield.

Coun Bowler added: “The council is doing everything it can to maximise the benefits.”