Digital Innovation Inspires 55% Increase In Tour De France Second Screen Audience

  • A.S.O. and Dimension Data continue to engage fans to fuel three-year increase

Amaury Sport Organisation (A.S.O.), the organiser of the Tour de France, has partnered with Dimension Data since 2015 to help engage a new generation of young fans. Aged between 18 and 35, they now make up 73% of the Tour de France’s 6.5 million-strong social media audience.

As the official technology partner of the Tour de France, Dimension Data has consistently innovated to transform the viewing experience of the world’s biggest cycling event through the use of technology and innovative videos and data storytelling, and this year will be no different.

Through this innovative partnership, A.S.O. has already seen impressive results across all its digital platforms. Visits to the website have increased by 15% year-on-year, and Tour de France online video views have risen from 6 million in 2014 to 71 million in 2017. This reflects the growing trend of younger audiences favouring digital content over traditional broadcast, providing a more immersive experience of the iconic race.

This year, Dimension Data has also harnessed the collective creativity of its 28,000 global employees through an innersourcing programme. The aim is to drive the next generation of ideas to fuel the innovation roadmap for the fan experience. This has inspired creative visions of innovation, from augmented reality 3D mappings and enhanced algorims to predict outcomes of the race with even greater acuracy.

Julien Goupil, Media Director at A.S.O. said, “Since becoming the official technology partner of the Tour de France in 2015, Dimension Data has had a major influence on the increased digitisation of race data. The event is a source of great national pride in France that needs to be protected and nurtured for the enjoyment of future generations. It is extremely encouraging to see the increasing number of younger fans we are engaging across our digital channels.“

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