It is not THE RACE that want the recognition, it is the regional government that wants THE REGION to gain recognition.
Have you ever heard of say, Flanders or Andalucia or Lombardy. These are all famous regions that also have stage races named after them. They would probably be famous anyway. The regions of France are usually anonymous outside of France. This one wants to be famous. Who doesn't want to be rich and famous? The regional government is calling the shots here.
What was the name again?
so say the region goes, you know what we sponsor this race, we want to change the winners jersey to our regions flag colours instead, make it blue with just white writing instead of yellow because that will give us even greater recognition.
do you think the race would go sure you pay the bills you can have anything you want. or do you think the race would go dont be insane the yellow jersey is the most marketable symbol of the race it links you to all these prior winners that you get all for free to be associated with.
for me its the same with the name, I know the region wants the recognition, but the region is the classic customer asking for something when they actually dont know what they really want, or understand the value of what they have, this is where the race should be guiding them to make the right decisions to protect the legacy of the race and not simply accepting blank cheques.
because what recognition will they get as all us stick in the muds still call it the Dauphine anyway, whilst all the non cycling fans go, Cotes du Rhone isnt that a wine, is this a race about wine ?