The day before the start of the Tour de France, Team Visma | Lease a Bike announced the Control Room. In the Control Room, the team analyzes publicly available data in real-time during the race, such as TV footage, weather information, and race radio, to optimize tactical decisions. The introduction of the Control Room is the result of a collaboration with main sponsor Visma and co-sponsor BetCity. It not only contributes to achieving the team's sporting goals but also generated significant international reach.

“The Control Room is a great example of how our team, together with our partners, makes an impact,” said Commercial Director Sander Kruis. “The Tour de France is a huge event where, as a partner of our team, you can have a very large reach through all the channels we have and the attention we generate. I am very proud of our marketing & commerce teams, who creatively capitalize on the momentum of the Tour de France. Later this summer, we will do the same around the Tour de France Femmes, starting in our home base, the Netherlands.”

Tour Campaign

In addition to the Control Room, numerous other activities take place during the Tour de France. Team Visma | Lease a Bike launches a special Tour campaign each year, with the Tour jersey being a central element. Various partners have once again joined in this year: Cervélo has designed a special bike in the same design as the jersey, as have Nimbl with their cycling shoes and Giro with their helmets. Eyewear partner Oakley also provides our riders with special glasses for the Tour de France. The Tour jersey is further showcased in Only for Men clothing stores, where it can also be ordered directly. Additionally, various jerseys worn by the riders during the Tour will be auctioned via Matchwornshirt.

Main sponsor Lease a Bike made some of its logo positions on the jersey available for the Tour de France to companies that were already customers or signed up as customers of Lease a Bike.

Next to the bike, shoe partner Hoka provided special casual shoes for all the riders.

Furthermore, BetCity hosts several contests during the Tour de France, with prizes such as tickets for helicopter flights during the Tour or a look inside the Control Room. Through Team Visma | Lease a Bike, products from Giro, Nimbl, and Garmin can be won, among other items.

Finally, in Denmark, activations related to the Tour de France are taking place in 65 Bygma stores. And fuel partner BP is launching a special Tour de France advertising campaign.