Cycling's Prime Time

For cycling fans, July has always been a big month for the sport. Now, this year, more than ever, cycling has hit the mainstream media - big time. Rarely does any sport that doesn't involve a footy get mentioned first off in sports news bulletins. Now, with Cadel Evans likely to be Australia's first winner of the Tour de France, he's gained 'first name only' status with the mainstream media and given cycling a positive media spin.

Anyone watching the Tour de France will also have noticed the advertising campaign for the ... It's not just a 'little' race down under, rather the first race outside Europe to be granted UCI ProTour status, and a rapidly growing event to boot.

Cycling fans may have known about it for years, but now the Tour Down Under is really stepping into the shoes of being a major sporting event for Australia - not just a sentence tacked onto the end of the sports bulletin, but the feature story...