Sponsorship Observatory by The Metrics Factory
La Grande Boucle, a major summer event
In partnership with the monitoring and analysis tool Talkwalker, we offer you an analysis of the Tour de France 2019, a global event preceded only by the Olympic Games and the Men's Football World Cup in terms of audiences.
Over the period studied, 2.3M of content was published on social networks in connection with the Tour de France. This content generated 16.5M social actions (likes/reactions, comments, shares). The majority of content and engagement was produced during the last weekend of the competition in connection with the final outcome as to who won the yellow jersey, i.e. 42% of the content in our dataset created on July 26/27/28 and representing 46% of social actions.
We find the same trends in the use of the hashtag of the #TDF2019 event associated with 1 million pieces of content over the period studied.
The themes addressed around this 2019 Tour de France are logically based on the event hashtag #tdf2019. We then meet the main actors of this edition with Thibaut Pinot, Julian Alphilippe and Egan Bernal as well as the Ineos team.
While the reactions around the Tour de France were mostly neutral and positive, there was a peak on July 26 when Thibaut Pinot retired, ending the suspense in the race for the yellow jersey.
LCL sees life in yellow
LCL, a major sponsor of the Tour de France and the Yellow Jersey, benefitted from exceptional benefits and exposure during the Grand Tour. The association with the yellow jersey actually guaranteed that the bank's logo was highlighted every day during the photos from the podium and thanks to the enthusiasm around Julian Alaphilippe who spent 14 days in yellow. The presence on various advertising media, whether screens or barriers throughout the course as well as within the tour caravan, also generated numerous repercussions on official accounts or those of fans.
Based on the visual recognition model trained by Talkwalker, more than 194,000 pieces of content featuring the LCL logo were identified for 746 textual references to LCL on various social networks and websites.
The brand also benefited from the most engaging posts on Instagram and Twitter, made by Colombian stars Shakira (190K social actions) and Falcao (11K social actions) who congratulated their compatriot Egan Bernal.
