TikTok joins as an Official Provider.
Men’s Road cycling event Tour de France has announced a new partnership with short-form video platform, TikTok, with the latter joining as an Official Provider of the series.
The partnership will see TikTok work on various fan engagement activities including allowing fans to ‘discover the Tour de France through refreshing and sometimes off-the-wall formats, stories, and perspectives’. The deal will last from July 1 to July 23, 2023 and there will be exclusive content for the fans every day on the official LeTourDeFrance account. TikTok stated that the want to put a ‘spotlight on local creators and the rich tapestry of landscapes that set the backdrop for these two events.”
Marlène Masure, TikTok’s general manager for operations in France, Benelux, and Southern Europe, commented,
“The creativity of the TikTok community will bring a fresh perspective on both the men’s and the women’s events and an unparalleled degree of visibility matching the commitment of these extraordinary athletes and their determination to push their limits.”
Julien Groupil, the ASO’s director for media and partnerships, said,
“The singular nature of the content on TikTok is a perfect match for the ambition of the Tour de France: to bring the magic of the event everywhere, to everyone and through the spontaneity and creativity of every user.
‘Fresh content from the roadside will add to the wealth of existing material and foster an even greater sense of community around the event.”
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