Cycling Insights: Analysis of UCI WorldTour Teams and Grand Tours

The cycling grand tour season kicks off in Italy this weekend. Three tough weeks of competition for teams and riders but also for the social media, marketing, and communication departments responsible for engaging with fans on the effort and excitement put into the asphalt. Learn more about the UCI WorldTour teams’ social media performance during 2023. Additionally, we analyze the three grand tours: Giro d’Italia, Tour de France, and La Vuelta. We also uncover best practices across teams and competitions.

Social scorecards for UCI WorldTour teams

To better understand the 18 teams that are part of the elite of world cycling, we reviewed their performance on social media during 2023, taking into account followers and growth compared to the previous year, total engagement, and average engagement per post.

It’s no surprise that TikTok has emerged as the fastest-growing social media platform for teams. This platform has seen a significant increase in followers for many teams, reflecting its growing popularity and ability to attract young audiences. However, despite this increase in followers, Instagram remains the leading platform in terms of total and average engagement. Although TikTok is gaining ground in reach and number of followers, Instagram remains the preferred platform for active follower engagement.

Obtaining this series of data is crucial for teams to adjust their strategy more effectively and direct their efforts where they yield the best results.

Alpecin-Deceuninck

Team Arkéa – B&B Hotels

Astana Qazaqstan Team

Team Bahrain Victorious

BORA – hansgrohe

Team Cofidis

Decathlon AG2R La Mondiale Team

EF Education–EasyPost

Groupama-FDJ Équipe Cycliste

INEOS Grenadiers

Intermarché-Wanty

LIDL – Trek

Movistar Team

Soudal Quick-Step Team

Team DSM–Firmenich PostNL

Team Jayco–AlUla

Team Visma | Lease a Bike

UAE Team Emirates

Analysis of the Three Grand Tours

Sports and social media have a universal reach, but are there significant differences between the fan bases of the three main cycling races: the Giro, the Tour, and La Vuelta?

Giro d’Italia

Tour de France

La Vuelta

Best practices during cycling season

Finding inspiration can be quite a challenge, especially when trying to create posts that not only resonate with your audience but also showcase the crucial support sponsors provide to any sports entity. An effective strategy to attract brands is to develop content series that can be packaged as attractive bundles and marketed individually. Additionally, it’s essential for all departments to work in harmony towards a common goal.

Here are a few posts from different cycling teams, riders, and competitions that have caught our eye, so you can take note and find inspiration.

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