Amaury Sport Organisation (A.S.O.), 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.
ASO has seen impressive results across all its digital platforms. Visits to the website have increased by 15% YoY, 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.
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.“
