Is cycle sport encouraging uptake of cycling?

@TSK But could it have a negative impression on people's willingness to use cycles in ways other than for sport?

Yes, but that's more of a failure on behalf of non-sporting cyclists and their organisations to get their message out in an appealing manner. Take a look at the crowds on the TdF, sporty cyclists in full lycra stand in the crowd shoulder to shoulder with kids on BMXs and old dears on Pashley's and just about any other type of cyclist. None of them seem put off. If anything they seem glad of an opportunity to ride out and watch a spectacular sporting event.