GRAND DEPART COPENHAGEN & FSG
Having Le Tour de France starting in OUR city was something very special.
Fantastic scenes and a once in a lifetime experience having one of the world’s greatest sports events to start in Denmark for the first time ever Grand Depart Copenhagen. It most likely exceeded everyone’s expectations, everyone was talking about it, the branding of Denmark was phenomenal, and not least Denmark impressed the international media and fans too. Value money can’t buy.
Back in 2019 f Sports Group (FSG) signed a sponsorship agreement with A.S.O. Amaury Sport Organisation (the Tour de France organiser) assisting them in entering the Danish market via our strong network of high-profile companies and people. FSG has proudly facilitated the sponsorships for Grand Depart Copenhagen; Dansk Metal, Danske Spil, Bygma, dao & B.T.
All sponsors were additionally giving the opportunity to lean on our expertise of sponsorship activation and money can’t buy experiences. We assisted with campaign ideas, written press releases, attended sponsor workshops in France, assisted in organising customer cycling events in the streets of Denmark and much more.
As an example, we can mention that in collaboration with Veleta we organised 10 Bygma Tour de France customer events in various cities of Denmark racing the exact Tour de France routes. To the great delight of the many riders FSG had arranged for some of the Danish Tour de France riders to attend the races i.a. Jakob Fuglsang, Michael Morkov, Michael Valgren & Bjarne Riis.
At one of the races, we had arranged for the Danish TV station TV2 Sport to come cover the event as well as take part in the race getting to talk to the riders about this very unique experience and the start of Tour de France in Denmark. It was a fantastic day and not least fantastic exposure for Bygma and their Tour de France sponsorship.
Additionally, we assisted Bygma with an extra 1000 unique VIP Hospitality tickets for their customers. They had three VIP events during the three stages of Grand Depart Copenhagen at which the 1996 Tour de France winner Bjarne Riis was guest speaking.
As part of Bygma’s 360 degrees sponsorship activation strategy they were i.a. part of the official fan parks and official caravan with branded Tour de France cars.
Bygma has been advertising on various platforms online, in magazines, and during the three weeks of the race they will have TV commercials running on TV2 – TV2 who’s the Danish main broadcaster of Tour de France.
TV 2 who had a record audience during the first three stages of Tour de France 2022 with an average market share of 78% and a peak audience of 1,100,000 for the final sprint in Sonderborg. During the three days of Grand Depart Copenhagen TV2 and TV2 PLAY have reached more than 2.3 million Danish viewers – it’s nearly double the numbers from the three first stages last year. The stages were on average viewed by 767,000 Danish viewers and are the most viewed 1st to 3rd stages ever. To find a similar level for all Tour stages, we will have to go back 10+ years. (source: letour.fr, TV2 Danmark A/S)
It was a fantastic ride for FSG working with so many professional and great people during the three year period with the preparations of Grand Depart Copenhagen.