In the 2025 edition of the Tour de France, dominance wasn’t just measured by yellow jerseys or stage victories. It was equally visible across newsfeeds, stories, and social timelines.
The top three teams behind the leading riders didn’t just perform on the tarmac—they collectively generated over $4.4 million in Full Media Value (FMV) through their social media efforts during the race.
Team Visma | Lease a Bike: The Clear Standout
While Tadej Pogačar’s team grabbed headlines with a flurry of stage wins, it was Team Visma | Lease a Bike, led by defending champion Jonas Vingegaard, that emerged as the true commercial winner on social media.
Their performance?
- Highest total media value among all teams
- A more consistent volume of content
- Higher engagement per post
The takeaway is simple: sustained digital activation outperforms episodic moments of brilliance. While Pogačar dazzled with bursts of brilliance, Visma delivered a steady drumbeat of storytelling, turning every kilometer into a brand-building opportunity.
CONSULTING INSIGHT: Sports Teams Must Build for the Scroll, Not Just the Stage
At 365247, we advise rights holders and sponsors to shift their digital priorities:
- From moments to movements: Don’t rely on one-off wins. Build a narrative arc that stretches across training camps, recovery days, and podiums.
- From impressions to impact: Full Media Value goes beyond views. It reflects relevance, resonance, and repeat attention.
- From passive posts to interactive ecosystems: Polls, Q&As, behind-the-scenes footage, and UGC campaigns—this is where value compounds.
Modern sports audiences are mobile-first and scroll-native. If your digital doesn’t move at race pace, you’ll get overtaken—fast.
LET’S BUILD A STRATEGY THAT WINS ONLINE
Whether you’re a pro cycling team, a challenger sponsor, or a rights holder in need of digital transformation—365247 helps you unlock cultural relevance, fan engagement, and full-spectrum media value. Let’s talk
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IMAGE: Visma
