Imagine a world where cycling fans have to pay just to stand by the road and watch their favorite racers zoom by. It sounds like a radical shift from the sport’s long-standing tradition of free roadside viewing, but this controversial idea is gaining momentum—and it’s sparking a heated debate. But here’s where it gets controversial: is this a necessary evolution to save the sport, or a betrayal of its accessible roots? Let’s dive in.
Just days after Jerôme Pineau (https://cyclinguptodate.com/jerome-pineau) stirred the pot by suggesting the 2026 Tour de France (https://cyclinguptodate.com/tour-de-france) could ‘privatize’ the upper slopes of Alpe d’Huez, former Milano–Sanremo champion turned race organizer Filippo Pozzato (https://cyclinguptodate.com/filippo-pozzato) has stepped forward to defend a similar approach. Pozzato, now at the helm of PP Sport Events, argues that introducing a ticketing system isn’t about exclusivity—it’s about survival. And this is the part most people miss: he believes cycling can no longer rely on dwindling public subsidies and must adapt to stay afloat.
In an interview with SpazioCiclismo (https://cyclingpro.net/spaziociclismo/esclusive/esclusiva-filippo-pozzato-far-pagare-il-biglietto-al-pubblico-e-lunica-soluzione-per-far-sopravvivere-il-ciclismo/?utmsource=dlvr.it&utmmedium=twitter), Pozzato made his case clear: ‘People must understand they’re not wasting money—we’re providing a service, as well as the spectacle of the race. We’re the only sport that doesn’t have a ticketing model. Cities and regions are struggling to finance events. Cycling can’t keep surviving like this.’ His bold stance challenges the status quo, but it also raises a critical question: Can cycling remain a free-to-watch sport in an era of shrinking budgets?
From the Veneto Classic to a Broader Movement
Pozzato isn’t just talking the talk—he’s walking the walk. At his own Veneto Classic (https://cyclinguptodate.com/veneto-classic), he’s already introduced paid entry zones, where spectators shell out €10 for access to the Tisa climb. But it’s not just about the race; it’s an experience. Think big screens, live music, food, and entertainment. ‘When I first introduced this model, people insulted me,’ Pozzato admitted. ‘They accused me of creating a class divide. But you pay €15 to watch a lower-league football match—why shouldn’t you pay something to see the world’s best cyclists?’
Initially met with backlash, the paid model has since seen a shift in public opinion. ‘In the beginning, everyone was upset about paying,’ Pozzato explained. ‘Now, the feedback is positive. We’ve created an area with screens, a DJ, and proper catering. The goal is to build an economically self-sufficient system—otherwise, it’s all pointless.’ This year, 720 spectators bought tickets to the climb—a modest number compared to stadiums, but a record for his event. His dream? To reach a thousand spectators, then raise both the price and the quality of the experience to keep fans coming back.
‘You Have to Educate People’
For Pozzato, the key to success lies in changing perceptions. Charging for roadside access isn’t about excluding fans; it’s about offering value. ‘You have to educate people to understand that they’re not throwing money away,’ he said. ‘You’re giving them a service and an experience. It’s also a way to attract younger fans. Outside the Giro d’Italia, hardly anyone comes to the roadside anymore—we need to make it fun again.’
He believes smaller events, in particular, must diversify their revenue streams to survive. ‘If we don’t move towards this model, all the smaller Italian races will die,’ he warned. ‘Apart from those run by RCS Sport, the rest can’t keep going. They’re run by enthusiasts, not professionals.’
‘It Has to Become a Show’
Pozzato’s perspective aligns with Pineau’s broader argument that cycling’s funding model is outdated, but he approaches it from a promoter’s viewpoint. ‘In cycling, everyone wants to do things the way they’ve always been done,’ he said. ‘I want things to change because the current model isn’t sustainable for anyone. It has to be a show—a spectacle. You don’t need to distort the sport, but you do need to treat it as entertainment.’
He looks to the Belgian Classics for inspiration. ‘I took the model from Flanders,’ he said. ‘There, people pay €500 for hospitality. Here, it’s hard to get people to pay €10. But if you want a quality product, services cost money.’
The Direction of Travel
Whether the rest of the cycling world will follow Pozzato’s lead remains uncertain. He admits he feels ‘alone against a million,’ but he remains steadfast in his belief that the sport must take responsibility for its own sustainability. ‘I tried to talk to the League about it but got no response,’ he said. ‘There’s no business vision. The important thing is to create a quality product that has real value.’
With Pineau advocating for paid access to Alpe d’Huez and Pozzato already implementing it at the Veneto Classic, a once-taboo idea is slowly entering mainstream conversation. The question now is: Can cycling’s century-old tradition of free roadside viewing coexist with the financial realities of today? What do you think? Is charging fans the future of cycling, or a step too far? Let us know in the comments—this debate is far from over.
