Short-form video platform TikTok has been appointed as an official provider of men’s road cycling’s iconic Tour de France (TDF).
From July 1, TikTok users will be able to “discover the Tour de France through refreshing and sometimes off-the-wall formats, stories, and perspectives,” the TDF’s organizers (Amaury Sport Organisation) have said.
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The partnership extends across both the men’s TDF, which runs from July 1 to 23, and the Tour de France Femmes, taking place between July 23 and 30.
Exclusive content will be posted daily on the official LeTourDeFrance account, along with videos made and uploaded by the teams, individual cyclists, commercial partners, and fans.
TikTok has said it aims to put “a spotlight on local creators and the rich tapestry of landscapes that set the backdrop for these two events.”
There will also be a TikTok campaign to provide users worldwide with content based on the different regions the TDF passes through this year. This campaign – entitled A Window on our Regions, aims to “take users on a journey of discovery”, and there will also be a “unique vehicle decoration scheme” during the Tour to celebrate the different regions.
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By GlobalDataMarlène Masure, TikTok’s general manager for operations in France, Benelux, and Southern Europe, said: "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 Groupil, the ASO’s director for media and partnerships, added: “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.”
In late May, French electrical supplies firm Rexel was unveiled as a TDF event partner. The partnership will focus on improving the Tour’s environmental sustainability.
Last month also saw optician firm Krys renew its partnership with the iconic event until 2026.
Top-tier commercial partners of this year’s event include LCL, E.Lecerc, Krys, Skoda, and Continental.
