The final stage of the 2024 Tour de France wrapped up in thrilling fashion on July 21, as Slovenia’s Tadej Pogacar edged out defending champion Jonas Vindegaard of Denmark to claim his third title. 

A perennial favorite event of the global summer sports calendar, cycling’s most famous race is in growth mode on the sponsorship front, with partnerships rising 33% since 2022 to over 120 sponsorship and digital media deals currently. 

The Tour’s social media momentum is also building: over the past 12 months, the event’s Instagram followers rose an impressive 37%, and surpassed 10M across all social channels—an 11% increase YoY. Optical retailer Krys scores the highest average engagement per post of all race sponsors with almost 30K, while also engaging the most followers (1.56%). Tire maker Continental is the third most engaging sponsor, having reached 350K in total engagement in the last year. 

Among athletes, Pogacar tops the list of most followed cyclists on the Tour at 1.75M—a dazzling 91% jump YoY. His partnership portfolio spans 5 digital deals, including link-ups with Colnago, DMT, and Jana. 

Notably, Red Bull—a prolific sponsor of a wide array of sports and athletes worldwide—made its first foray into the Tour de France this year, joining longtime partners BORA and hansgrohe as a main sponsor of the newly renamed Red Bull - BORA - hansgrohe team, led by Slovenian superstar Primož Roglič. Red Bull’s other partnerships include Moto GP, the Milwaukee Bucks, the Houston Cougars, and popular online game Fortnite.