JAKOB FUGLSANG & B.T.

B.T. and Jakob Fuglsang started a pioneering Tour de France cooperation. During the summer’s Tour de France one of Denmark’s greatest cycling stars became an important part of the media’s race coverage. Jakob was not only doing columns, he was going after his best ever Tour result too.

The aim of the partnership was to give the Danish cycling fans daily insider stories from Fuglsang himself. After each stage Jakob Fuglsang, Astana’s Tour captain was writing highly topical columns in his own words and in detail.

He took B.T.’s many users behind the Tour scenes and gave them a personal insight delivered from the otherwise normally so sacred and closed areas. Jakob Fuglsang gave the readers a deeper understanding of the world’s greatest cycling race and what’s going on when all the TV cameras are turned off. It became part of B.T. Sport’s new video format ‘B.T. Backstage’.

B.T. produced a series of web docs with Fuglsang targeted directly to the mobile phone. In the web doc B.T. followed Jakob Fuglsang’s intense preparations for the Tour, they were with him in the private sphere in Monaco, on the training rides in the mountains, when he was spending time and relaxing with his wife Loulou Fuglsang and their daughter Jamie Lou, when he was planning the tactics on selected Tour stages, and when he targeted prepared himself for Tour success.

In 2020 Jakob Fuglsang did 21 columns in total for B.T., which got no less than 1.7 million page views.

When B.T. first started this collaboration, B.T.’s Soren Klaestrup expressed:

“I don’t think it’s ever seen in Denmark before that you get this close to one of the Tour de France’s main riders. We will hear how Jakob attacks, why he let the teammates pull ahead, what the tactics are in the mountains, who he is planning alliances with in the field, and where the decisive attempts must be made. To give us all a highly topical insight behind his Tour, Jakob will after each stage write his columns to us.

“We are very excited for the project, and we are happy for the trust Jakob has shown B.T. by taking us backstage. Our ambition is to give our passionated cycling fans a detailed insight into Fuglsang’s preparations – then we know how much it costs to be ready for Tour de France this year.”