Zwift recently commissioned a report from Nielsen Sports measuring how last year’s inaugural Tour de France Femmes avec Zwift impacted women’s cycling. Yesterday that report was released (link at bottom), along with the press release below from Zwift.
- 23.2 million – The cumulative live audience for the Tour de France Femmes avec Zwift in 20221
- 2.9 million – The average live audience per stage for the Tour de France Femmes avec Zwift in 20221
- >300% – The amount of social posts, reach and engagement for the Top 5 women’s cycling races grew by over 300% in 2022 vs. 2021 as a result of the introduction of the Tour De France Femmes avec Zwift2
- +8.6% – the increase during the tour in Facebook and Instagram followers for the top 35 female riders competing in the Tour de France Femmes avec Zwift2
- 115 million – Women’s cycling attracts a large following, ranking it the 4th most followed women’s sport3
- 73% of women’s cycling fans are interested in participating in sports/fitness activities vs. just 44% for the general population3.
A year on from the inaugural Tour de France Femmes avec Zwift, Zwift has commissioned a report to measure the impact of the race in 2022, using data from Nielsen Sports. The report delves into data spanning broadcast and written coverage, audience profiles and social media.
The report begins by looking at race coverage. Broadcast coverage has always been the key to unlocking greater visibility for women’s racing, and with long-term backing and broadcast coverage in 190 countries, the Tour de France Femmes avec Zwift is well-positioned to make a huge impact.
Indeed, when looking at the coverage of the race, the report shows the Tour de France Femmes avec Zwift was a huge success. Across the 8 stages the Tour de France Femmes avec Zwift attracted an average live audience of 2.9m and in total, the race achieved a cumulative live audience of 23.2 million people4. A significant milestone given this is the first edition of the race in 33 years. Of the eight key markets analysed, France drew by far the biggest audience. Germany and Spain rounded out the top three.
Similar successes were noted in written coverage of the race, with Cyclingnews.com telling us the race delivered a record 700k users engaging with women’s content, with a total of 2.3m page views. Similar to what was observed in broadcast coverage, Cyclingnews also noted the Tour de France Femmes avec Zwift traffic exceeded that of the men’s Giro d’Italia in 2022.
The hope is that in the years to come, it will be possible to capitalize on the increased exposure for women’s cycling and help get more women and girls on bikes. In order for that to happen, it’s important that the race reaches more women. Fortunately, Nielsen Sports data shows there is a proportionally higher female interest (44%) in women’s cycling than general sports fans (38%). With more coverage of women’s sport, we expect the gap to narrow even further and with 73% of women’s sports fans being interested in participating in sports vs. 44% for the general population, future growth in women’s cycling participation looks promising5.
In addition to traditional media channels, the report also explores how the Tour de France Femmes avec Zwift is helping to grow the reach of the sport on social media. When looking at the social media conversation for the Top 5 women’s races in 2021 and comparing them to 2022, we see that the number of posts, reach and engagement on social media increased over 300% thanks to the addition of the Tour de France Femmes avec Zwift.
It plays a vital role in supporting the growth of women’s cycling, allowing teams and riders to increase their commercial value through their engagement with impassioned audiences. The Tour de France Femmes avec Zwift presents a huge commercial opportunity as shown through the growth in the followings of both the teams and riders participating in the race last year. The profiles of the Top 35 riders taking part in the Tour de France Femmes avec Zwift grew, on average, by 8.6%, with teams seeing their followings increase by 4.3%5, by far the biggest jump seen in 2022.
Far more detail is contained in Zwift’s long-form report (link below) but the above highlights some of the most notable successes of the first edition of the Tour de France Femmes avec Zwift. This is just the beginning, and the coming years will prove to be even more important in sustaining the growth of women’s cycling, as noted by
Kate Veronneau, Director of Women’s Strategy @ Zwift
It would be an understatement to say we were thrilled by the response to the inaugural Tour de France Femmes avec Zwift. As longtime supporters of women’s cycling, we knew the racing would be exceptional, but it was the millions of fans that made it game-changing. This is just the beginning. Our job now, as industry, fans, sporting media, and riders – is to keep the fires burning bright. We need to work together to ensure this big moment sparks action and investment at all levels of the sport. We’ll continue to use our platform to shine a light on these superstars, while also creating space and content for women cyclists around the world to grow their community and chase their dreams. That’s what Watch the Femmes is all about. When we Watch the Femmes, we pave the way for a bright future for all women’s cycling.
Footnotes:
- Source: Nielsen Sports Cycling24. Cumulative audience based on data from 8 markets (USA, UK, France, Germany, Italy, Spain, Australia, and Japan)
- Source: Nielsen Sports social media analysis
- Source: Nielsen Fan Insights. Based on cumulative interest in women’s sports among the general population In USA, UK, France, Germany, Italy, Spain, Australia, and Japan
- Source: Nielsen Sports Cycling24. Based on live audiences across the eight key markets.
- Nielsen Sports Social Media analysis
Read the full report here, or visit zwift.com/watchthefemmes to learn more about Zwift’s #WatchTheFemmes initiative.
Questions or Comments?
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I’m putting my money on this years Femmes being more entertaining than the men’s tour.
That would be amazing, considering how cool the men’s tour has been so far!
I officially don’t think is possible after Stage 14 — but I’m routing for an amazing Femmes of course!
I think stage 16 for the men just put the money on the table.
The only thing zwift should be concerned about is did they get value for money by increasing membership numbers to offset their sponsorship
Zwift “should” be concerned about whatever motivates them to sponsor the event. Whether that is to drive membership numbers or simply promote the sport many of us love. I’d guess they hope it drives membership, but they get to decide what they care about.
So cute… you think a business like Zwift isn´t about making money above all else. 🙂
I think Jaja said it Zwift probably hope it drives membership.. which is I think correct in your view, and that of Colin. I think it probably also is an attempt to get more advertising/uptake which can be synergistic.
If Zwift or anyone is saying one thing and doing another, or if any of us want to point out the ridiculous pricing and gear focus of many hobbies — including cycling generally or, in the case of Zwift specifically, monthly service subscriptions or timing of events etc. are also issues that affect uptake of Zwift by women (or possibly anyone without a lot of excessive disposable income and things to compensate for) then that’s fair enough.
But I don’t think JaJa’s a ding dong?
Eventually yea but it’s not a one step rocket. A sponsorship like this could have only outcome in getting more pros on the platform. Getting more pros could result in more ride with sessions. This in turn could boost player numbers.
im not saying this is the expected path off events just that there is more to it then direct revenue from the event.
in this case the long play bet is to attract more women to cycling and Zwift. That in it self is a long play.
The only thing that any corporation concerns itself when promoting and sponsoring events is to make profit and to raise their brand . Do You seriously believe the current trend of major corporations backing social justice causes that they wouldn’t and didn’t touch with a barge pole tint he previous 10-20 years was out of some sense of morals or desire to help ? Lol .
One term , that has been important for corporations to improve their access to finance and banking : Environmental, Social and Governance aka ESG .
This company is still not profitable despite all that investment . (Thats normal for a young company by the way) It doesn’t have the funds to be throwing at anything that won’t benefit them .
Once most corporations realises that an event that they sponsor does little for them, they will leave. It’s only the well established (decades old) groups that have the luxury to back their passions .
The reason women’s cycling will never grow is obvious. It’s too hard and dangerous a sport for young girls to do in High School or younger. For crying out loud, a girl can’t even ride outside alone and not be harassed, or worse. Moms and Dads are just not going to let their girls do this. I have two daughters and I don’t feel comfortable letting them ride alone.
I am so grateful that you aren’t my father.
“women’s cycling will never grow”….
…apart from the evidence to the contrary cited in this article, plus the evident commercial interest shown by bike shops providing ever more high end women’s specific gear, plus the noticeable increase in women’s cycling clubs and groups. Yeah, apart from all that growth, it will never grow.
This video was posted today and is very inspiring. #videooftheweek
https://www.youtube.com/watch?v=nW_4azazuMU
Title: Tour de France Femmes avec Zwift | Out in Front
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