For brands in the cycling sector, the Tour de France is an essential part of their seasonal communications. Communicating in line with this key event enables companies to align themselves with consumer expectations and behaviour. The ideal, of course, is to capture the public's attention at a time when they are most receptive and when they are 'consuming' the news. 

YouTube consumption during the Tour de France has increased significantly, reflecting the impact of this global sporting event.

Cycling fans turn to the Youtube platform, and in particular the Tour's official Youtube channel, to follow the highlights of the stages, daily summaries, rider interviews and expert analysis. Behind-the-scenes content, such as training sessions and the cyclists' interactions with fans, also attracts a large audience. YouTube also makes it possible to reach an international audience that cannot follow the event live on television, while offering short, engaging formats that are suitable for fast consumption on mobile devices.

To take advantage of this increased visibility, Bryton has sponsored the official Tour de France YouTube channel, creating a direct connection with cycling fans at a time when their engagement is at its highest. This initiative was reinforced by a dedicated landing page, as well as specific content to engage consumers and guide them towards purchase, ensuring consistent and targeted visibility throughout the event.