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TikTok has become the official supplier of the Tour de France and the Tour de France Femmes.
The social media platform will bring the two competitions to its users, with hashtags like #Bilbao and #ChampsElysees promoting each individual stage.
There will also be daily content on the official @LeTourDeFrance account and a dedicated search page, #TourdeFrance, for teams, riders, partners and fans to post videos to.
The Tour de France takes place from July 1 to 23, while the Tour de France Femmes is right after, from July 23 to 30.
Marlne Masure, General Manager of Operations of TikTok France, Benelux, Southern Europe, said: We are extremely proud to partner with the 2023 edition of the Tour de France. The creativity of the TikTok community will bring an undeniably fresh perspective to both men’s and women’s competition, as well as unparalleled exposure, coupled with the commitment and dedication of these amazing athletes!
Julien Goupil, director of media and partnerships at Tour de France organizer ASO, added: The uniqueness of the content offered by TikTok fits perfectly with the ambition of the Tour de France: to make the event known everywhere, at everyone and with the spontaneous and creative eye of the fans. Roadside created content will enhance existing coverage and bring audiences together around the event even more broadly.
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