Tour de France onboards TikTok to increase event’s and riders’ exposure to a broader audience

Following this agreement, TikTok will be the official provider of Tour de France.

Cycling’s premier event, Tour de France (TDF) has announced a collaboration with the entertainment content creation platform, TikTok.

Following this agreement, the brand will be the official provider of the cycling event. The collaboration will increase cycling’s and top riders’ exposure to a broader audience. The partnership will help the Tour de France and Tour de France Femmes with Zwift spread the joy of cycling around the world.

TikTok will allow Tour de France fans, enthusiasts, and the entire community to enjoy the race in a unique way commencing next month. TikTok and its producers have helped users discover the Tour de France in new and often unexpected formats, stories, and views.

TikTok will bring the Tour de France and Tour de France Femmes avec Zwift to an entirely new audience as an official provider. Every phase of the Tour will also provide a superb chance to highlight local TikTok makers as well as the beautiful tapestry of landscapes that serve as the backdrop for these two events.

This partnership with the Tour de France demonstrates TikTok’s and its community’s passion for all sports, particularly cycling. TikTok will broadcast the largest cycling events on the men’s and women’s calendars to a global audience of more than a billion people, particularly 150 million in Europe. It will be an opportunity for everyone to share the accomplishments of outstanding riders, plant the seeds of new passions and careers and motivate everyone to get on their bikes.

TikTok and the Tour de France are teaming up, which will be especially exciting for French users. TikTok will convey the beauty, unique history, and dynamic culture of the racing areas to screens all across the world. Every stage, from #Bilbao to the #ChampsElysees, will send users on a journey of discovery directly from the app.

The areas will also be featured in the “Une fenêtre sur nos régions” (A window on our regions) campaign, which will be sponsored by two cars in the Tour de France caravan and Tour de France Femmes avec Zwift. TikTok will interact with the public on a daily basis, commemorating the visited regions with a one-of-a-kind car decoration scheme.

On a daily basis, TikTok users around the world will come across unique material published on the official Tour De France account, as well as countless videos made and uploaded by the Grande Boucle’s teams, cyclists, partners, fans, and followers, which can be accessed via the dedicated search page, #TourDeFrance.

Marlène Masure, General Manager — Operations, TikTok France, Benelux and Southern Europe, said, “We are thrilled to partner with the 2023 edition of the Tour de France. The creativity of the TikTok community will bring a fresh perspective on both the men’s and the women’s events and an unparalleled degree of visibility matching the commitment of these extraordinary athletes and their determination to push their limits!”

Julien Goupil, Director for Media and Partnerships, ASO, said, “The singular nature of the content on TikTok is a perfect match for the ambition of the Tour de France: to bring the magic of the event everywhere, to everyone and through the spontaneity and creativity of every user. Fresh content from the roadside will add to the wealth of existing material and foster an even greater sense of community around the event.”

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