Velon, the business entity owned by 11 of the world’s largest cycling teams, has released the results of a new study into cycling fans which shows the extent of consumer interest in the sport over lockdown.
The study was performed by its data and commercial agency partner Halfspace, which was shortlisted for Young Agency of the Year at the Sport Industry Awards 2020.
The study collected first party data on 127,000 fans who have interacted with Tour de France content across Velon’s owned channels including the website and CRM activities. Data from its social channels (including 460k subscribers in YouTube, 3.7m fans on Facebook, 2.7m fans on Twitter and 3.8m fans on Instagram), cross-referenced with data from Google also showed an increase in global consumer interest in cycling from March 2020 through to September, with a peak of internet searches coming in April.
As well as the direct engagement data collected, the study also contains GDPR-compliant analysis on the universe outside the Velon channels and how the same fans are behaving and interacting across sectors including travel, retail, commerce, FMCG, automotive, and fitness.
According to the data, it is both the fitness and automotive sectors that have shown the highest index for cycling fans to engage with.
“After carefully analysing the global data it is clear the Automotive and Fitness sectors make up 75% of the top 20 individual behaviors and interests of our cycling fans,” saud Graham Bartlett, CEO, Velon.
“The data collection process means we now have deep actionable insights on all of our fan sectors and we believe, utilising our leading media house services, we can help sponsors reach and engage with these audiences better than ever before.”
The global fitness sector data was further proven when cross-referenced with analysis of Velon’s content production over the trailing 12 months which showed that content on team gear and equipment was statistically more likely to engage fans than other editorial types (outside of live content).
Velon, alongside its 11 UCI WorldTour owner teams - BORA-hansgrohe, CCC Team, Deceuninck - Quick-Step Team, EF Pro Cycling Team, Lotto Soudal, Mitchelton-SCOTT, INEOS Grenadiers, Team Jumbo-Visma, Team Sunweb, Trek-Segafredo and UAE Team Emirates - says it will continue to collect data over the Giro D’Italia and move to utilise the findings to drive its commercial products such as global sponsorship opportunities, live race data monetisation and its media house offering including the extensive combined social media reach of the cycling teams.