From the Invisible Athlete to the Engaging Athlete
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For a long time, cyclists relied on traditional media to tell their stories. Fans discovered their personalities through a handful of post-race interviews, television features, or newspaper and magazine articles. Communication was primarily centered around competitions, leaving little room for riders to express themselves and share their personal lives.
In this Insight:
Today, cyclists create and distribute their own content directly. Through social media, they have greater control over their image and are able to shape their own narrative. Instagram, TikTok, Strava, and YouTube have become genuine platforms for self-expression, where they share their daily lives, training camps, recovery periods, and behind-the-scenes moments from competitions.
However, this evolution goes far beyond social media. Cyclists are now embracing formats that were once far removed from professional sport, including podcasts, vlogs, documentary series, and collaborations with content creators. The rise of digital media outlets such as La Tête dans le Guidon and GCN, as well as specialist podcasts like The Geraint Thomas Cycling Club, En Roue Libre, and Grand Plateau, illustrates this transformation.
If social media has enabled cyclists to regain control of their image, it has also given rise to a new form of communication: data. In a sport where performance is constantly measured and analyzed, platforms such as Strava have turned training sessions and athletic achievements into content in their own right. Whereas previous generations shared their performances through interviews or post-race accounts, today’s athletes communicate them directly to their communities. Mileage, elevation gain, average speed, and records on specific climbs have become powerful storytelling tools, helping athletes extend and strengthen their connection with fans.
This exposure of data brings fans closer to the reality of elite-level sport. Activities shared on Strava make it possible to visualize the intensity of a training session, the difficulty of a route, and even a rider’s progression throughout the season. This transparency enhances the authenticity of the sporting narrative and gives supporters unprecedented access to the behind-the-scenes reality of performance.
This evolution is also reshaping the relationship between cyclists and their communities. Beyond race results, fans are becoming active participants, following the same climbs, comparing their times, and analyzing the performances shared by riders. Few sports offer amateurs such a high level of proximity to professional athletes.
A training ride or the preparation for a major goal can now generate as much interest as a competition itself. The activities of riders such as Tadej Pogačar and Remco Evenepoel are regularly discussed by fans and frequently exceed 100,000 interactions, while also being widely covered by specialist media. Training, in addition to being a means of achieving performance, has become content in its own right.
This evolution also reflects a profound shift in fan behavior, particularly among younger generations. Fans want access to behind-the-scenes content, a deeper understanding of how athletes prepare, and insights into their personalities. This desire for greater proximity is reflected in consumption habits: nearly 80% of Generation Z sports fans follow at least one athlete on social media, while 49% say they became interested in an athlete or a sport through digital content rather than through the competition itself.
Cycling is fully embracing this transformation. Social media, podcasts, data-sharing platforms, and specialist content creators now allow riders to maintain a presence far beyond race days.
Fans no longer follow performance alone; they follow a story, a lifestyle, and a personality. The modern cyclist is no longer just an athlete to watch compete, but a constant point of connection with their community.
The example of Pauline Ferrand-Prévot perfectly illustrates this transformation. As a Danone ambassador, she has been placed at the heart of Danette’s communication strategy surrounding its partnership with both the men’s and women’s Tour de France. The French champion does more than simply represent a brand: she embodies a story, a set of values, and a personality with which consumers can identify.
Through her public appearances, participation in communication campaigns, digital content, and presence at partner events, Pauline Ferrand-Prévot becomes a genuine point of contact between the brand and cycling communities.
In this context, value is no longer concentrated solely around teams and major events. By building their own communities, riders generate attention and engagement throughout the year.
The athlete is no longer just a team representative on the road; they have become a media platform in their own right, capable of bringing people together, inspiring audiences, and attracting attention around their own personal story.
The landscape is shifting. Where visibility once depended primarily on teams and competitions, riders now have the tools to build direct relationships with their fans. This evolution is paving the way for new forms of storytelling, engagement, and partnerships within the world of cycling.
SPORTFIVE is a global sports marketing agency that specialises in sports rights, marketing, and entertainment. We work with sports organisations, clubs, and brands to create and optimise commercial opportunities in the sports industry. SPORTFIVE is involved in various aspects of sports business, including the sale of broadcasting rights, sponsorship and partnership management, stadium naming rights, and other marketing initiatives.
SPORTFIVE creates innovative, engaging solutions that are worthy of the incredible sports, athletes and partners we work with, and the passionate fans who follow them. Campaigns are built collaboratively, based on trust and transparency, and enabled by a deep understanding of the industry, the agency’s global reach, digital intelligence and creative courage.
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SPORTFIVE believes in the power of five - bringing brands, rights holders, media platforms, fans and ‘us’ together through sport.
SPORTFIVE is a global sports marketing agency that specialises in various aspects of the sports and entertainment industry. The agency works with sports organisations, teams, and brands to optimise commercial opportunities.
One of SPORTFIVE's key areas of focus is the sale and management of sports media rights, including broadcasting and digital distribution deals. They negotiate and facilitate partnerships, sponsorships, and naming rights for sports entities, helping them enhance their brand value and revenue streams.
Additionally, SPORTFIVE provides expertise in marketing strategies, assisting clients in building strong connections with their target audiences. Their comprehensive approach spans across the sports business landscape, from media rights to sponsorship management, contributing to the overall growth and success of their clients in the dynamic world of sports marketing.
