Digital innovation inspires 55% increase in Tour de France second screen audience

ASO and Dimension Data continue to engage fans to fuel three-year increase.

London/Paris, 06 Jul 2018
Read time 3min 30sec

Amaury Sport Organisation (ASO), 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, ASO has already seen impressive results across all its digital platforms. Visits to the Web site 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.

In order to produce the all-important race insights, Dimension Data analyses over 150 million data points per stage of the Tour de France and uses analytics to provide fans with daily real-time data visualisations on official social channels such as @letourdata. This year, for the first time, the television broadcast will also air these social data snippets. Dimension Data first introduced machine learning to predict likely outcomes of the race in 2017. This year, the company will also apply the power of predictive analytics in protecting the data against cyber security attacks.

Attracting over 9.1 million visitors each year, the Race Centre platform enables fans to track the position and speed of their favourite cyclist real time. They can also access the real-time effects of variables such as route terrain and weather conditions and be privy to highly accurate predictions such as stage favourites; the estimated time of arrival at key points in the race; and when the peloton is likely to catch the breakaway group.

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 algorithms to predict outcomes of the race with even greater accuracy.

Julien Goupil, Media Director at ASO, 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."

Scott Gibson, Executive for Digital Business Solutions for Dimension Data added: "The Tour de France is a complex event. It is not based in a stadium, so the logistical challenges involved are significant. That's what makes achieving this outcome for the ASO so challenging, but also exciting. Our mobile data centre and predictive analytics platform, combined with an incredibly passionate team is really the driving force behind the innovation that we bring to the Tour every year. Often in the middle of nowhere, dealing with adverse weather conditions, we are proud to be able to produce instant and accurate real-time analytics and content that helps fans to better understand, follow and enjoy the race."

The 105th edition of the Tour de France starts on 7 July 2018 in Noirmoutier-en-l'^Ile, Western France, and finishes in the Champs-'Elys'ees, Paris on 29 July 2018.

Dimension Data

Founded in 1983, Dimension Data is an $8 billion global leader in designing, optimising, and managing today's evolving technology environments. This enables its clients to leverage data in a digital age, turn it into information, and extract insights. Headquartered in Johannesburg, Dimension Data employs 28 000 people across 47 countries. The company brings together the world's best technology provided by market leaders and niche innovators with the service support that clients need for their businesses, from consulting, technical, and support services to a fully-managed service. Dimension Data is a proud member of the NTT Group. Visit it at



Amaury Sport Organisation

Amaury Sport Organisation creates and organises leading sports events on the international scene. It specialises in "non-stadium" competitions, and its in-house expertise spans all the skills needed to organise, promote and market sports events. ASO organises 250 days of competition per year, with 70 events in 21 countries. It is active in five sporting worlds. Its flagship events are the Tour de France in cycling, the Dakar in rally raid, the Tour Voile in yachting, the Schneider Electric Marathon de Paris in events for the general public, and the Lacoste Ladies Open de France in golf. Amaury Sport Organisation is a subsidiary of the Groupe Amaury, the media and sports group that owns L''Equipe.

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