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5 examples of Tour de France
content done right

The 106th edition of the Tour de France has just come to an end and we’re already missing it. As big cycling fans, we think the time is right to look back on 5 pieces of Tour de France content we’d love to share with you. If you haven’t seen these already, you missed half of the action.

Here we go: 

1] Rapha presents EF Gone Racing

EF Gone Racing is a beautiful series from Rapha taking you on the road with the Education First cycling team. The Rapha film crew offers viewers access to the mysterious world of professional cycling. The first episode was released on the team’s YouTube channel at the beginning of 2019 but it was during the Tour de France that things started to get really interesting!

2] Tour de Tietema

With Tour de Tietema, Dutch YouTuber Bas Tietema wants to show that there’s a whole different side to the three-week long race than what we see on TV. After every stage of the Tour, Tietema uploaded a video with challenges, songs, funny interviews, etc. His goal is to reach out to a new generation of cycling fans and bring them closer to the sport. The series started to gain more attention after it got picked up by several Dutch and Belgian media. Before the start of the Tour, Tietema linked up with a few brands and gave them exposure through product placement. Clever guy!


3] Les Amis du Tour de France

Since 2009, a group of friends from Noorderwijk called Les Amis du Tour de France follow the Tour with their own small caravan of old Volkswagen vans. For three weeks, the small village on wheels follows the race from town to town to provide cycling fans from all over the world with beer & burgers and welcome them to the Tour family. Les Amis du Tour de France shared their adventures on Facebook and Instagram which resulted in very authentic content, created by true fans and not branded by a commercial partner. Quite refreshing! Make sure to follow them online and offline during #TDF2020!


4] Valentin Anouilh

During stage 10 of the race, French mountain bike rider Valentin Anouilh jumped over the Tour de France peloton. Yes, you read that right. The Frenchman uploaded the video on his Facebook page. The video went viral and has now more than 2.2 million views. Even though you could argue about what he did, his sponsors won’t mind the exposure he gave them. This shows you don’t need a big platform if you make use of a big platform like the Tour de France in a unique way. Ballsy and brilliant, just how we like it!



5] Bradley Wiggins x Eurosport

With a guy like Bradley Wiggins, you know you’re in for a treat. The former Tour de France winner returned to the peloton in a new role as motorbike reporter for Eurosport, which resulted in some very interesting content.

Eurosport also renewed its partnership Wiggins for the 2019 season of the Bradley Wiggins show podcast, covering the most important races including the Tour de France. In the series, Wiggo and his guests give their unique perspective on everything that happens on and off
the road.




We hope you liked this overview as much as you enjoyed the Tour itself because in the end it’s all about the fans. At WAVE we have plenty of other cool ideas for your brand, club, city or event. Feel free to reach out to us and start enriching your fanbase!

Fans are the fast wave. Let’s ride it. 


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