Pogačar on the start list but yellow jersey sponsor-less as Tour de Romandie faces funding crisis

The Tour de Romandie and Tour de Romandie Féminin are under threat from 2027 onwards as race organisers search for a title sponsor.

Tour de Romandie organisers are reportedly facing a 10% shortfall in their annual budget of €4.5 million this season. Both races will go ahead this year, though things are not so certain for 2027.

"If someone wants to become the main sponsor for this edition, it’s almost mission impossible," race director Richard Chassot told 20 Minutes.

"We could find a sponsor who is happy to be on our yellow jersey, who is pleased with this visibility, and who thinks they want to contribute to saving the Tour de Romandie.

"For this year, everything else that can be printed has already been done: the banners, the finish line arches, everywhere you can put advertising."

The 2026 edition of the men's race – its 79th edition – will run for six stages from April 28 to May 3, with Tadej Pogačar and Primož Roglič both slated to ride. The fifth edition of the women's race will run for three stages from September 4-6.

It remains to be seen whether the races will continue in 2027. Previously, insurance company Vaudoise Assurances and cheesemaker Le Maréchal had sponsored the race. However, Chassot explained that continuing the events at the same WorldTour and Women's WorldTour level in future won't be possible without a replacement.

"The Tour de Romandie Foundation doesn’t have the necessary reserves to run three or four editions while waiting to find a potential sponsor," he said.

"We have enough [money] to run one edition without support for the yellow jersey. But since I don’t want to lower our safety or accommodation standards, and we want to remain in the WorldTour, every day costs us a lot of money. COVID-19 has eaten up part of our reserves, and we have an obligation to find a main sponsor."

Chassot said the 2026 races can act as a "platform" for the future as he seeks out new sponsors.

"Without a title sponsor for 2027, we won’t be able to maintain financial stability. In cycling, it’s a fragile balance because, unlike almost all other sports, we can’t sell tickets," he said.

There has been some good news in recent days as the Swiss division of Lidl has come on board as a partner for both the Tour de Romandie and Tour de Suisse. The hunt for a title sponsor to secure the former's future goes on, however.