Digital innovation attracts new, younger online audience for Tour de France
Amaury Sport Organisation and Dimension Data inspires increase in Tour de France second screen audience
In the Tour de France, the white jersey – first introduced in 1975 – is awarded to the under-26 rider who completes the race in the fastest time. It might not be as coveted as the maillot jaune or yellow jersey, but the award has certainly played a role in attracting a younger audience. And since partnering with the Amaury Sport Organisation (ASO), the organiser of the Tour de France in 2015, Dimension Data has helped engage the new generation of young fans. The age group between 18 and 35 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, videos and data storytelling – and this year will be no different. Thanks to this partnership, the ASO has already seen impressive results across all its digital platforms. Visits to the website have increased by 15%...
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