Amaury Sport Organization (ASO), the organizer of cycling’s Tour de France and Tour de France Femmes (Women's Tour de France), has struck a three-year partnership with social fitness app Strava.
Strava will create a new content hub in its app dedicated to telling the stories of riders by capturing daily data from the events and uploading photos.
It will also develop new and unique experiences for its global community of more than 99 million users for each stage of the men’s and women’s events.
In addition, the partnership includes support for L’Étape de Tour de France, a one-day mass-start event on July 10 that will see more than 16,000 participants ride a tour stage that will be later raced by pros in this year’s tour.
The 2022 Tour de France runs from July 1 to 24, while the inaugural edition of the reinstated Women's Tour de France runs from July 24 to 31.
The partnership builds on Strava’s relationship with the Tour de France, with the Tour having used Strava in its route creating process by using analysis of millions of public Strava activity uploads from users posting rides in France.
In 2021, 72% of cyclists in the Tour de France uploaded their race efforts to Strava and 62% of stage wins were also uploaded to the app, allowing users to see the winners’ routes, times, segment records, and in some cases, heart rate and power data.
Michael Horvath, Strava's chief executive and co-founder, said: “The Tour is the most-watched annual sporting event in the world, and three-quarters of the peloton shared their rides on Strava last year.
“This partnership and future events on Strava will let more riders, including the women’s peloton, engage with cyclists around the world in new ways and inspire cyclists regardless of gender, age, or where they live.”
Yann le Moënner, ASO chief executive, said: “Strava will help cycling fans get closed to the Tour de France and the Tour de France Femmes Avec Zwift and discover new routes for future challenges inspired by the world’s greatest riders.”
Earlier this month (March), ASO stuck a three-year agreement with online travel company Lastminute.com, which covers the men’s and women’s Tour de France, the men’s and women’s Paris-Roubaix one-day race, and the L’Étape de Tour de France.
Other tour partners include tire manufacturer Continental, pan-European sports broadcaster Eurovision, French mineral water brand Vittel, Italian cycling clothing manufacturer Santini, telecoms firm Orange and Swiss watch manufacturer Tissot.