#SportOnSocial Report Highlights Tour De France Social Winners

29 Jul 2022

By: Sport Industry Group

The 109th edition of the Tour De France finished last week, with Denmark's Jonas Vingegaard of Team Jumbo–Visma winning the general classification for the first time. Two-time defending champion Tadej Pogačar (UAE Team Emirates) finished in second place, and Welshman Geraint Thomas (Ineos Grenadiers) finished third.

Starting in Copenhagen, Denmark, and finishing in Élysées, Paris, the three weeks of racing was not just a chance for teams to impress on the bikes, but an opportunity to capitalise on cycling’s flagship sporting event and increase interest and engagement in the sport and its competitors.

Global research, digital and creative agency Redtorch regularly releases its #SportOnSocial social media benchmarking reports. The reports rank each team based on their social media performance. This week Redtorch has turned its attention to the Tour and we picked out some of the headlines and key insights.

Jumbo-Visma took the overall win​

Dutch racing team Jumbo-Visma translated its successful performance on-the-road onto social media securing the no .1 position on the #SportOnSocial Tour de France League table. ​

Bora-Hansgrohe and DSM are the Tour’s biggest underperformers on social

To maximise the commercial return of a team’s performance on the road, it needs to excel on social media. Of the 22 teams, Bora-Hansgrohe and Team DSM are being left behind by the rest of the peloton: data reveals they are the Tour’s big underperformers based on social media performance. TotalEnergies and AG2R massively exceed expectations.

Two second-division teams outperform most UCI World Teams on social media​

Pro tours teams TotalEnergies and Team Arkéa–Samsic both finished in the top 10 #SportOnSocial Tour de France league table, partly as a result of their social media stars Peter Sagan, the Slovak cyclist, and Nairo Quintana, the 32-year-old Columbian. 

Several teams performed significantly better​ on social than on the road

This included AG2R Citroën Team - which ranked 20th for team performance on the road but fifth for social media performance, which was driven by video content – notably on Facebook and TikTok. AG2R Citroën Team produced more TikTok content (30 videos) than any other team. ​

Teams need to attack TikTok to win the social media yellow jersey​

TikTok is the fastest growing social media platform. Incredibly, over a quarter of the teams don’t have an account or were not actively posting on it during the Tour including UAE Team Emirates and Trek-Segafredo. Failure to get onboard fast means missing out on a younger fanbase and ultimately risks their brand suffering in the long term.

Search interest in North America and Asia hits the wall

This year was among the most exciting in recent years…if you’re European. Tadej Pogačar and Jonas Vingegaard battled it out over three weeks for the yellow jersey but a lack of riders from growth markets in North America and Asia saw a significant decline in interest compared to 2021.​