Tour De France Femmes, 2022 - 2025

Oversight of Mega-Event Sponsorship 

Overview 

As Global Brand Manager at Liv Cycling, I lead the brand's partnership with Amaury Sports Organization (ASO), the operating partner of the Tour de France Femmes avec Zwift. Since its inaugural year, I have overseen the partnership, creative strategy, campaign execution, and on-the-ground brand activation from project brief to finish line. 

The strategic rationale for Liv’s event sponsorship was rooted in a known brand challenge: Liv scores high on affinity but low on global brand awareness (Lippincott, 2018). The TdFF audience is commercially attractive: 73% are interested in sports/fitness participation, they skew toward buying sponsor products when quality and price are comparable, and viewership is growing fast (+223% social views YOY from 2022 to 2023, reaching 100M). Liv was also the first and only bike brand ever to partner with ASO for the Tour de France properties.

The Tour de France Femmes is spread across 8 stages, which expanded to 9 in 2025. Riders race on bicycles across France (and other countries) over multiple days, covering a total route of over 1,000 kilometers. The winner isn't whoever wins a single day; it's whoever completes all the stages with the lowest total time combined. Each day is its own race on a different stretch of road. There is a stage winner each day but the event winner isn't whoever wins a single day; it's whoever completes all the stages with the lowest total time combined. 

To extend the impact and reach of this campaign, the global team works with 15+ regional markets to celebrate and invite the Liv community into retail spaces, community-centered events and rides around the world. 


Each edition is built around a brand narrative rooted in Liv’s mission to get more women on bikes and activated through experiential events and purpose-led storytelling leveraged across international markets.

Across the four years, there has been a progression in engaging communities, on the ground during the event as well as across digital platforms to achieve business growth goals while expanding brand awareness..

Now in its fifth year, the partnership has grown consistently in reach and commercial impact, most recently delivering 1B in earned media reach, a 260% YOY surge in web traffic, and 132% growth in overall campaign reach.


This partnership sits at the intersection of brand strategy, sports marketing, and community building, executed at the pace of a live international race both offline and across digital touchpoints.

Broadcast in more than 190 countries, the Tour de France Femmes reflects an investment in women’s cycling that has transcended cycling culture gaining visibility for femmes around the world. 

Across The Years

2022: Establish brand presence, design, develop and deploy creative campaign and assets.

2023: Route swag distribution, bucket hats/flags, white jersey presentation, Pro Am ride, VIP car. Primarily broadcast-focused.

2024: Fan Zone (Rotterdam/Belgium), 150+ person Liv Ride with pro athlete participation, 154 bikes donated to women completing learn-to-ride program (Rotterdam), retailer activation packages to 125 stores. Most ambitious ground activation to date due to strong partnership from a regional team.  

2025: Scaled back on physical footprint (The route was in France only, no Benelux equivalent), but introduced “Femmes on Bikes” community rides on Stages 1 and 2 — a more replicable format that other GSCs adopted independently (GV, GB, GJ). Shift from large one-time activations toward a scalable community ride model.

2022 Tour de France Femmes avec Zwift 

Event dates: July 24 - 31 

Role: Major Event Partner + White Jersey Sponsor

The historic eight-day race began on the Champs-Élysées in Paris and concluded with a dramatic mountain finish atop La Super Planche des Belles Filles.

In its inaugural year, creation of the campaign theme and establishing Liv’s branded assets was the focus. A multi-channel marketing campaign was developed to amplify and extend broadcast and on the ground activations to international markets around the world. 

Picture this: 154 women riders from 30 nationalities racing in multiple locations over the course of a week. The Liv team’s task was essentially that of creating a festival atmosphere to connect with audiences in new locations each day, and then showing highlights to our global community on social channels.

On the ground, Liv connected with tens of thousands of cycling fans at a branded booth in Fan Zones, in differing locations across the event stages in France.

Another focal point was supporting Bonnie Tu,  Liv founder and champion in riding the ProAm race, 62 kilometers over multi-surfaces preceding the pro racers on Stage 4. Bonnie was 72 and focused on completing the course to demonstrate her commitment to cycling. A content piece was later developed documenting this ride. 

Goals

  • Business: Increase performance positioning and brand visibility.

  • Brand: Demonstrate the "Liv Committed" positioning, actively invest in a more inclusive future, energize the cycling community.

  • Strategic Alignment: Partner with ASO, engage GSCs for retail activation, align with industry peers, create earned media.

Results

Earned Media

  • The TdFFaZ was covered in 16,000+ stories with an estimated 46B impressions and value of $430M

  • Liv and TdFFaZ was covered in 934 stories with an estimated 2.5B impressions and value of $23M

Owned Media

  • Liv’s website garnered nearly 6,000 page views with higher than average visit times at 1:46*

  • Ads (boosted posts) achieved 2.7M impressions, 10,364 clicks on ads and 247 shares.
    Liv TdFFAZ posts were saved 62 times and garnered 200+ comments.

Delivered assets

  • Sponsor line read at event: Liv puts women first — and celebrates women’s firsts. Proud to be a major partner of the first edition of the Tour de France Femmes avec Zwift. Liv accorde la priorité aux femmes et célèbre leurs succès. Fière d’être partenaire majeur du premier Tour de France Femmes avec Zwift.

  • Event activation included daily stage presentations of the white jersey winner by Liv brand representatives

  • Liv brand booth in Fan Zones across the eight stages as well as youth mini-races organized with local municipalities engaging with more than 30,000 attendees.

  • Liv vehicle in the Caravan that distributed branded gifts to fans assembled along each of the eight routes of the Tour de France Femmes.

  • ProAm Ride, preceding the 4th stage of the Tour de France Femmes. Bonnie Tu, Liv Founder and Giant Group Chairperson rode with special guests, Ayesha McGowan and Chelsie Tan as well as brand representatives including me. 

  • Regional Markets hosted Watch Parties in various locations with branded SWAG distributed.

Digital campaign 

  • The Run Up, a web series created in collaboration with bike brand Trek Segafredo. 

  • On The Wheel, branded content in collaboration with Team Bike Exchange Jayco shared on YouTube 

  • Owned Social campaign coordinated via a shared content calendar across 16+ markets with co-branded posts with the Amaury Sports Organization

Paid Media

  • Voxwomen, sponsored podcast series

Brand Partnership

  • Zwift virtual rides

2023 Tour de France Femmes avec Zwift 

Event dates: July 23 to July 30, 2023  

Role: Major Event Partner + White Jersey Sponsor

Following the rebirth and inaugural year for the women's event, the 2023 race was the second edition of this historic competition, featuring eight stages starting in Clermont-Ferrand and finishing in Pau, France. 

Goals

  • Earned global media coverage that underscores Liv’s commitment to a more equitable future in the sport of cycling. 

  • Tactical (tiered) activation plan for retailer execution globally

  • Promote key products for sales conversions

    • Langma

    • EnviLiv

    • Macha Pro

    • Liv Rev Pro

  • Successful activations on-the-ground that energize the community 

  • Strong brand visibility throughout the stages and in the lead-up

The strategic goal for this edition was to maximize visibility of the Tour de France Femmes around the world and especially in North America due to regional market strength and business opportunity.

On the ground, we introduced a branded flag claiming MORE FEMMES ON BIKES, for visibility not only on each stage but also for broadcast audiences.
Our team distributed flags on key stages.

We honed in on our Fan Zone presence based on the previous year’s participation. Key differences were centering on family-focused activities to better resonate with attendees. 

Around the world, Liv established a WATCH PARTY campaign with creative assets and planning that was deployed by regional marketing teams. A successful campaign generated earned media coverage.

Liv worked with Katie Burrell, Canadian comedian focused on outdoor sports, on a content series centered on how to be a Fan of the Tour de France Femmes. 

Results

Earned Media

  • 34 unique coverage pieces including Forbes and Fast Company 

  • 297 watch party release syndications 

  • 1.54B total unique views monthly across all coverage Liv achieved 35% share of voice vs. major competitors Trek (26%) and Specialized (21%)

Delivered Assets

  • Event Communication

    • Roadbook Ad & Listing: Ad placed in the event roadbook distributed to staff and TdFF partners

    • Start Line Announcer Message — Branded announcement read in French at the start of eight stages, reinforcing Liv's role as major partner and white jersey sponsor

    • Fan Zone Video — Short branded video played between live race coverage in eight Fan Zones and finish areas, in French

  • Event Activation (On-the-Ground)

    • Bucket Hats & Flags — "More Femmes on Bikes" branded items distributed by Liv ambassadors and staff along the route

    • Mini Race T-Shirts — Free "ALLEZ!" shirts for Liv Mini Race participants (ages 5 and under)

    • White Jersey Stage Presentation — Jersey, trophy, and flowers with Liv logo ribbon awarded to Best Young Rider classification winner each stage; presenters in white, Liv-branded backdrop

    • White Jersey Trophy — Custom frosted glass trophy etched with each stage's elevation profile on a bamboo base

    • VIP Car — Branded with the Liv logo and white jersey graphic

    • Pro Am Ride — Liv Racing athlete Ayesha McGowan rides Stage 5 (July 27) as Pro Am guest 

Digital Campaign

  • Sponsored Posts on @letourfemmes: 12 posts across Facebook (6), Instagram (6), and Twitter (4) reaching combined audiences of 200K+

  • Video Series: Liv Racing TeqFind: pre-race hype content on Liv website/social; covers team prep, the bus, finish line, and more

  • Video Series: "On the Wheel" with Team Jayco AlUla: Behind-the-scenes athlete journey content on YouTube

  • Video Series: Featuring Influencer Katie Burrell: From the Tour stages with behind-the-scenes pieces shot and posted throughout the race

  • Podcast: Voxwomen (Rebecca Charlton) features white jersey contenders and daily stage previews from Team Jayco AlUla riders; previews repackaged for Liv social channels daily

  • Web Landing Page launched with general event info, route map, featured bikes, and Bonnie Tu's story. 

  • Web Guide Content: Four how-to/educational pieces accessible from the landing page (hosting a watch party, supporting women's sports, TdFF terminology, the white jersey)

  • Web Banner Ads: Static and GIF desktop and mobile banners on the official TdFF website (sponsorship-granted) and other paid placements

  • CyclingNews Advertorial: Paid editorial feature with endemic media covering Liv's brand commitment, team sponsorships, and the growth of the Women's WorldTour

Paid Media

  • $2,300 ad spend → estimated $15,000 in online revenue (traffic was the primary optimization goal, not sales)

  • ~1M impressions, 555K reach

  • Katie Burrell (Influencer) Content Series was the top performing. 

  • Four posts with escalating engagement each installment; Stage 6 post reached 212K and 236K views

Website (YOY vs. 2022)

  • TdFF page views: +188%

  • User engagement: +21%

  • Organic Google search appearances for TdFF terms: +225%

  • TdFF keyword rankings: +67%

  • Brand traffic via Google Ads: +25%

Social (Instagram YOY)

  • New followers: +265%

  • Video views: +211%

  • Shares: +267%

  • Link clicks: +957%

Blanc Collection (Bikes + Kits)

  • Giant Korea sold 9 of 10 bikes

  • Giant China sold 6 bikes in 6 seconds online

  • Near sell-out in available markets; unmet demand in markets without distribution

Swag/Brand Visibility

  • Bucket hats and flags visible in every broadcast and on social; demanded by fans, athletes, and even ASO

Watch Parties

  • Activated in Canada, Germany, Japan, UK, US, and multiple other markets

  • Strong retailer enthusiasm

Blanc Collection: Bike + Cycling Attire

  • Product Line: EnviLiv bike, short sleeve jersey, plus cap, socks, and gloves 

  • Marketing Asset Package: Landing page, product/showcase pages, email template, studio photography, banners, social and retail assets

  • Retail Merchandise: items sold through dealers and ecomm

Social & Retail Assets (Downloadable)

  • General Event Posters

  • Watch Party Posters

  • Additional Watch Party Event Assets 

  • Event Countdown social mages 

  • Watch Party Social Images for promoting local events

  • Facebook Banner 

  • Story Backgrounds & GIFs

  • Photography 

2024 Tour de France Femmes avec Zwift 

Event dates: August 12 to August 18, 2024  

Role: Major Event Partner + White Jersey Sponsor

For the first time, the Tour de France Femmes had its Grand Depart and early stages in the Netherlands, then routing through Belgium prior to going into France. This opened up new opportunities for collaboration with regional markets that included bigger on-ground presence including Fan Zones, more group rides with athletes, increased sales company participation, more giveaways tied to email list growth, expanded paid media budget, and collaboration beyond the  event window. 

Goals

  • Earned global media coverage that underscores Liv’s commitment to a more equitable future in the sport of cycling. 

  • Tactical activation plan delivered to sales companies for community activation +  retailer execution globally

  • Promote key products for sales conversions 

    • Langma new model launching in June 18

    • *Avail Elite (consideration, not a focal point)

  • Successful activations on-the-ground that energize consumer base 

    • Distribution of 5k pieces of Liv SWAG during key TdFFaZ stages

  • Overall uplevel of 2023 digital metrics

Results

Earned Media

  • 6 stories, 56.74M total reach, 9.46M average reach

  • Coverage in Bicycling, Escape Collective, and Girls Gone Gravel

Website

  • TdFFaZ page visits: +15% YOY

  • North America visitors spent 200% more time on TdFFaZ pages than average

  • Netherlands web traffic during event week peaked at +235% daily

  • Japan: +1,800% ( tied to local activation)

Social Instagram (2024 vs. 2023 YOY)

  • New followers: +636%

  • Likes: +135%

  • Reach: +48%

  • Link clicks: +76%

Paid Social

  • $3,940 total ad spend → $25K revenue → 6.4x ROAS

  • Every boosted organic post generated revenue

  • T-30 countdown post alone: $9,605 revenue on $150 spend — 64x ROAS

  • Langma Highlight 2: $8.4K revenue, 14x ROAS

eCommerce (Post-TdFFaZ month, YOY)

  • Belgium: +1,812%

  • Netherlands: +221%

  • Poland: +53%

  • Germany: +9%

Email Marketing

  • Giant Benelux: 1,000 new subscribers from on-the-ground activation

  • Giant France: 127 new subscribers

  • Web pop-up: minimal sign-ups due to low GSC localization (flagged as a gap)

Delivered Assets

  • Digital & Media

    • Social media contest (bike giveaway): 5k+ new Instagram followers in two weeks, 431K reach, 53K likes, 17K comments

    • Voxwomen podcast series: 5 episodes, 12,610 downloads across USA, UK, China, Australia, Germany, Sweden

    • Paid social partnerships: Feisty Media/Girls Gone Gravel (161K reach) and Le Tour Femmes (1.33M reach)

    • SEO project with MarTech/iProspect: Liv now ranks page 1–2 for several previously unranked TdFF-related keywords; FAQ page was top visited across all GSC sites

    • Klaviyo email marketing templates distributed to GSCs; Netherlands hit 87% open rate and 20.83% click rate

    • Monday.com adopted for campaign management — cited as saving time, reducing costs, improving project visibility

    • Industry partnerships expanded to include Uplift, Zwift, Strava, Cycling Alliance, and Togethxr

  • On-the-Ground Activations

    • Fan Zone (Netherlands/Belgium): product displays, nutrition demos, kid crafting, workshops, contests with email acquisition, and giveaways

    • Liv Ride: 150+ participants, 130km across 5 Giant retail stops, finishing at Stage 4 Valkenburg; pro athletes Georgie Howe and Tessa Neefjes participated

    • Project Rotterdam: partnered with a nonprofit and the City of Rotterdam to donate Liv bikes to 154 women who completed a learn-to-ride program

    • Retailer Activation (Benelux): activation packages sent to 125 Giant stores; dealer decoration contest with signed white jersey as prize

    • Giant France: branded hats and flags distributed via Liv e-bikes (ESG angle); influencer contest with Anne Dubndidu giving two community members a pro cyclist experience

    • VIP Activation: leading retailers, influencers, and ambassadors given priority stage viewing, and race course car access

    • White Jersey Sponsorship: Puck Pieterse won the classification; Liv branding on jersey, podium, signage, and team vehicles

2025 Tour de France Femmes avec Zwift 

Event dates: July 26 to August 3, 2025  

Role: Major Event Partner + White Jersey Sponsor

In 2025, the emphasis was building up the Liv business and sales opportunity by better leveraging campaigns to feature key products.

Building on brand principles, the ground game shifted its focus to community activation with retailer participation.

Our Fan Zone presence during select stages optimized product visibility while still supporting family-friendly activities (photo booth, youth poster art creation)that engaged all ages. 

Goals

  • Global media coverage that underscores Liv’s commitment to a more equitable future in the sport of cycling. 

    • GCN (Paid)

    • Earned media coverage

  • Sales Company activation plan with strong retail participation to drive foot traffic

  • Promote key products for sales conversions 

  • Langma 

  • EnviLiv

  • Seek

  • Successful activations on-the-ground that energize consumer base, drive to retail, and celebrate the superfans of women’s cycling.

  • Distribution of 3000 pieces of Liv SWAG during key TdFFaZ stages

  • Strong brand visibility throughout the stages and in the lead-up

Results

Earned Media

  • 111 stories (vs. 6 in 2024, 34 in 2023 — a massive step up)

  • 1B total UVM/reach; 9M average UVM

  • Notable coverage: MSN (104.7M reach — Mavi Garcia Stage 2 win), Sports Business Journal, Velo/Outside, Escape Collective

Website

  • TdFFaZ page visits: +260% YOY (vs. +15% in 2024 — a significant jump)

  • Top traffic markets: France, Netherlands, US, UK, Taiwan, Germany, Australia, Poland

  • France web traffic during TdFFaZ week: +54%; Germany: +24%; Netherlands: -15.3%

Social Media (Instagram, Tour Month, 2025 vs. 2024 YOY)

  • Views: +168%

  • Shares: +34%

  • Link clicks: +28%

  • Saves: +13%

  • Reach: +2%

  • New followers: -42%

  • Likes: -37%

  • Global channel generated 2.1M views with a 132% increase in reach and 3K new followers during tour month

  • Top performing content:

    • EnviLiv Bike Feature: 315K views

    • Avail E+ Elite Giveaway: 225K views

    • Langma Win Tech Stories: 111K views

eCommerce (Month following TdFFaZ, YOY)

  • Poland: +147%

  • UK: +85%

  • Canada: +50%

  • US: +11%

  • UK grew 13% eCommerce revenue in a period when markets were down an average of -36%

Email Marketing

  • Poland: 64.3% open rate / 3.5% click rate

  • UK: 71.7% open rate (highest); generated $2,921 in revenue from the Mavi Garcia win email alone

  • New Zealand: 54.1% open rate / 3.5% click rate

  • Germany: 50.6% open rate / 5.9% click rate

TV Coverage (Biggest year on record)

  • France: 26M total viewers (vs. 18M in 2024, 20M in 2023); 2.7M average per stage (record); 32.5% average audience share (record); peak of 7.72M for the final stage

  • Worldwide: +47% increase in broadcasting hours across 190 countries; +80% increase in hours viewed vs. 2024

  • Liv TV visibility: 11 hours in France (+89%), €3.4M advertising equivalent (+105%); 526 hours internationally (+111%), €12.7M advertising equivalent (+92%)

Delivered Assets

  • Digital & Media

    • Klaviyo email templates distributed to 9 sales companies (2 templates: "Watch the TdFF" and "Mavi Garcia's Stage 2 Win")

    • GCN paid partnership: 7 posts across YouTube, Instagram, and Facebook; 45.9K total views, 4.4K engagements, 1.9K watch hours

    • Brand collaborations: Le Tour Femmes, GreenEdge, Marion Rousse, Zwift, GCN, Shimano Road, MAAP, SBS Sport, CADEX, Velo, UCI Women's WorldTour, TNT Sports Cycling

  • On-the-Ground Activations in partnership with French Team

    • "Femmes on Bikes" community rides on Stages 1 and 2 — women rode the actual course hours before the pros; first 20 riders received free Liv jerseys; pro athlete Lucinda Stewart (Liv AlUla Jayco Conti, Australian National Champion) joined Stage 1

    • Fan Zone at Stages 0, 1, and 6: product displays (Seek, Langma, EnviLiv), Seek coloring contest, Seek virtual ride competition, email acquisition contest, giveaways, photo booth, White Jersey Trophy display

    • Langma prominently featured in VIP area at start of each stage and in Fan Zone; social content created following Mavi Garcia's Stage 2 win on the Langma

    • VIP Activation: retailers, influencers, and ambassadors given priority stage viewing, course car access, and content creation opportunities

  • Sales Company International Activations (Self-Organized)

    • Japan: Liv talk event with custom bike displays, TdFF video streaming, and a discussion with a former pro cyclist

    • Canada : community rides and activations across multiple retail locations with local ambassador engagement

    • Benelux: sold-out TdFF ride from Giant Store Assen to Col du VAM ("Col du Femmes"); earned media coverage on Wielerflits.nl and a TdFF podcast by Koerage.cc