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Vuelta a España Breaks New Ground with Supermarket Stage Start

In a groundbreaking move, the Vuelta a España will begin stage six inside the Carrefour Jerez Sur supermarket, marking the first time in cycling history that a race stage has started from within a retail store.

Carrefour Jerez Sur: A Historic Venue

Chosen for its role as the official sponsor of the race, Carrefour Jerez Sur in Jerez de la Frontera, Andalusia, will host this unique event. The French supermarket chain not only sponsors the red jersey but also brings this innovative idea to life.

Located in a bustling commercial center, Carrefour Jerez Sur boasts a variety of amenities, including a Primark, a cinema, several cafés, and a mobile phone shop. It's a place where defending champion Sepp Kuss (Visma-Lease a Bike) might catch a summer blockbuster before the stage, or where Adam Yates (UAE Team Emirates) could pick up last-minute road supplies. The event raises intriguing possibilities, such as whether Primark Spain will consider launching a cycling apparel line.

The Challenge of Stage Six

Stage six promises to be a challenging ride, featuring four third-category climbs and a first-category climb at the start. The stage concludes with another third-category climb, a scenario that could set the stage for a classic Primož Roglič (Red Bull-Bora-Hansgrohe) victory, provided he recovers from his injuries in time. Perhaps some last-minute shopping at Carrefour will give him the edge he needs.

This isn't the first unconventional start for the Vuelta; the 2021 race kicked off inside Burgos Cathedral. However, starting from a supermarket is arguably the most unusual yet.

A Unique Spectacle

According to a press release from Vuelta organizers, "Carrefour will host the first stage start from inside a supermarket in the history of cycling." Specifically, Carrefour Jerez Sur will serve as the launch point for stage six on August 22. This unprecedented event underscores the innovative spirit of Carrefour, which is celebrating its twelfth year as a main sponsor.

"The peloton will ride through the interior of Carrefour, transforming the shopping aisles into the starting arch for the cyclists, led by the race car in an area typically reserved for shoppers. The store will be decorated to commemorate this significant event, and select customers and collaborators will witness this sporting milestone firsthand.

"The day will be filled with exciting activities for the whole family, including interactive games, tastings, and raffles, ensuring attendees have an unforgettable experience in the Vuelta Park."

Carrefour’s Commitment to Innovation

This event is a major milestone for Carrefour, demonstrating its commitment to energizing one of Spain's premier sporting events. In Jerez alone, over 400 employees are involved in the preparations for this unique event that will leave a lasting mark on cycling history.

Unanswered Questions and Potential Challenges

This unusual stage start raises several questions: Are bicycles allowed inside supermarkets? Will the floors be specially prepared? How will shoplifting be prevented? It will be fascinating to see how these logistics are handled. One humorous thought is whether the security gates will require each cyclist to scan their receipt before exiting.

Additionally, two teams, Lidl-Trek and Intermarché-Wanty, are sponsored by rival supermarkets. Riders for Lidl-Trek are prohibited from entering a competitor’s store while in kit, presenting a unique challenge for the Carrefour start. As of now, the team has not finalized its plans, but a nearby Lidl, as indicated by Google Maps, might offer a viable alternative start location.

This innovative stage start promises to be a memorable and intriguing spectacle, blending the worlds of retail and professional cycling in an unprecedented way.

Source: Cycling Weekly