You mean you don't watch Bobkie answer the Email???
Credit Lyonnais -- a bank in France -- has been the sponsor of the Yellow Jersey and a major sponsor of the tour for 23 years and as you can probably surmise from the bank's name, the Lion is their mascot. Therefore, every time the Yellow Jersey is awarded the winner gets a stuffed lion handed to them as part of the presentation ceremony. I believe the folks in Europe call this marketing.