#SportOnSocial Tour de France – a Redtorch Report that ranks teams based on their social media performance during the tour – has revealed this year’s biggest winners and losers on social media. 

Here are 3 of the Report’s key insights:

1. Bora-Hansgrohe and DSM were the Tour’s biggest underperformers on social media

To maximise the commercial return of a team’s performance on the road, they need to excel on social media. Of the 22 teams, Bora-Hansgrohe and Team DSM were left behind by the rest of the peloton: data reveals they were the Tour’s big underperformers based on social media performance. TotalEnergies and AG2R massively exceeded expectations.

Incredibly, over a quarter of teams in the Tour de France aren’t using TikTok, the world’s fastest growing social media platform

Chris Argyle-Robinson – Strategy Director, Redtorch

2. Teams need to attack TikTok to win the social media yellow jersey​

TikTok is the fastest growing social media platform. Incredibly, over a quarter of the teams don’t have an account or weren’t actively posting on it during the Tour, including UAE Team Emirates and Trek-Segafredo. Failure to get onboard fast means missing out on a younger fanbase and ultimately risks their brand suffering in the long term. ​

3. Search interest in North America and Asia hits the wall​

This year was among the most exciting in recent years … if you’re European. Tadej Pogačar and Jonas Vingegaard battled it out over three weeks for the yellow jersey but a lack of riders from growth markets in North America and Asia saw a significant decline in interest compared to 2021.​