Strava & Tour De France Launch Tech Partnership

Fitness social network Strava has signed a new three-year content partnership with the Tour de France and Tour de France Femmes avec Zwift.

The Strava app will have a content hub for riders from both the men’s and women’s cycling races to upload their activity data and photos from each event in July. Cyclists will be able to view rider data throughout each day of the races on Strava, which syncs with several fitness wearables and has about 100 million global users.

The collaboration will generate new content that complements the Tour de France’s existing broadcast, digital and social channels and give amateur riders the chance to connect with professional riders. The move is an attempt to increase fan engagement using technology. This engagement is viewed as especially important for building interest in women’s cycling ahead of the inaugural Tour de France Femmes.

Last year, 72% of riders from the Tour de France uploaded their race data to Strava, which raised £83m in 2020. All cyclists from this year’s events are expected to share data to the app, including those in the inaugural women’s race.

Virtual cycling platform Zwift is the title sponsor of the inaugural Tour de France Femmes, which will be held from 24th to 31st July. Course design teams that organise the Tour de France have analysed France-based user activity data on Strava for several years to help create race routes for cycling events.

Strava Chief Executive and Co-Founder, Michael Horvth, said, “We are thrilled to make a long-term commitment to the Tour de France and Tour de France Femmes Avec Zwift, and provide our global community of athletes with a new way to follow the action of the iconic races inside of Strava. We are committed to promoting equity and inclusion in sport and strongly believe in and support the future of women’s cycling.

“The Tour is the most watched annual sporting event in the world, and three-quarters of the peloton shared their rides on Strava last year. This partnership and future events on Strava will let more riders, including the women’s peloton, engage with cyclists around the world in new ways and inspire cyclists regardless of gender, age or where they live.”