Bora-Hansgrohe and Team DSM underperform on social media while TotalEnergies and AG2R exceed expectations

#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.