The impact of the relay route and the Olympic flame stopover towns across French territory. Paris Olympic and Paralympic Games 2024 - 2024-05-08 - Radio Classique[L’impact du parcours relais et des villes-étapes de la flamme olympique à travers le territoire français. Paris Jeux Olympiques et Paralympiques 2024 - 2024-05-08 - Radio classique]

The tradition of the Torch Relay is a more or less important element in preparing populations for the modern Olympics. The origins of the Olympic Games are mobilized: myth and spirit of place. On April 16, 2024, the first torch of the Paris 2024 Olympic Torch Relay is lit according to ancient rites, thanks to the rays of the sun, during a ceremony at the sanctuary of Olympia in Greece, site of the ancient Games. From the Peloponnese, the Olympic Flame reached Athens, then boarded the Belém to cross the Mediterranean Sea. On May 8, 2024, the Olympic Flame begins its journey in France, in Marseille, a Phocaean city, a former Greek colony of Phocaea. The Torch Relay is a territorial marketing instrument to prepare the population for the mega-event and to mobilize the vital forces of the nation and regions. It is based on the idea of ​​the path, the heritage route and the association, cultural landscape, sports landscape. French landscapes like Mont Canigou and the Mont Blanc valley are examples. But maritime interfaces are also places of passage and journey. All seas are affected, the Atlantic as well as the Indian Ocean and the Pacific during the "Relais des Océans" to travel to six overseas territories: Guadeloupe, Guyana, Martinique, French Polynesia, New Caledonia and Reunion. Sports practices are also mobilized, surfing on the waves of Biarritz or Teahupo'o. It is also a staging, a historical account of our French history, the objective is to highlight the exceptional sites which have contributed to the influence of the country. For example, the Flame goes to the caves of Lascaux, to the archaeological site of Alésia or to the streets of the medieval city of Carcassonne or the Château de Versailles. To this end, the federations and sports clubs constitute collective relays throughout the course which highlight their sport, it is a way of reconciling sport well-being and high-level practice through the passage in a local community and sometimes new infrastructure developments planned for a long time, but inaugurated or celebrated during the passing of the flame such as the Vaucluse department's plan to upgrade sports equipment for 2024. Nevertheless, the impact and the cost of the event raises questions in relation to the stage towns of the Tour de France. First paradox, the event does not aim to break records and the broadcast is not televised, only during the great panoramas and shots known worldwide such as the city of Marseille and Mont-Saint-Michel. The relay is done by the press and local television, plus the cost for the municipalities is significant, more than 180,000 euros and the additional costs too, sometimes up to 200,000 euros or even more for the search only for a dynamic image and future banners on the tourist website of the region or city: "remember, the passage of the Flame". Restaurant, accommodation and expenses in shops are not there and of a completely different dimension than for the Tour de France cyclist. Finally, there is a small effect in terms of local sports federations or the reactivation of old corporatist sporting and cultural reflexes, but without major upheaval. As for multinationals and sponsors, they find a way to disseminate their brand through content marketing and street marketing communication.