Tour de France

Joe Wicks x Tour de France
  • DATE July 2019
  • TYPE Influencer, Social Media

Taking the Tour de France to a new audience

As part of our remit as the 2019 Tour de France’s UK PR and Social agency, Fusion Media were tasked with helping organisers A.S.O. reach new and wider audiences for the world's biggest annual sporting event.


We developed a partnership with The Body Coach, Joe Wicks, after identifying his demographic would help us reach fitness conscious people who hadn’t yet been exposed to professional cycling in a major way.


We arranged a VIP experience (private jet, helicopter fly-in and ride in an official Tour de France car) for Joe Wicks on Stage 18, where he covered the experience via Instagram, Twitter and Facebook posts, Instagram stories and a YouTube video - reaching a combined 6.8 million followers.