Long-time Tour De France broadcaster Eurosport has teamed up with BORA – Honsgrohe team leader Peter Sagen to create exclusive in-race content for the channel’s #AskSagen campaign.
Sagan, the current UCI World Road Race champion, is answering fans’ questions throughout the 2017 race via both Eurosport TV and the channels digital and social platforms.
The idea is simple: cycling fans who want to ask the world’s most colourful rider a question during the world’s most famous cycling event can simple put their questions to the world champion on the brand’s digital channel and social media platforms using the #AskSagen hashtag.
The campaign runs across Eurosport.com and Eurosport’s Facebook, Twitter and Instagram pages, as well as Sagen’s personal Facebook and Twitter accounts.
The #AskSagan campaign opened with an exclusive Facebook Live event on the Eurosport Facebook page ahead of the race start on 29 June in Dusseldorf.
The initiative sees Sagan choose which fan questions to answer directly on-air during each day of Eurosport’s live Tour de France coverage and the Q&A will be curated on Eurosport’s social platforms.
The Q&A campaign is being promoted on Eurosport’s Twitter,
This will be fun!
We've teamed up with @BORAhansgrohe star @petosagan during the Tour de France #AskSagan #TDF2017 pic.twitter.com/HK59tu8tHw
— Eurosport UK (@Eurosport_UK) June 27, 2017
Instagram,
and Facebook pages.
It is also running across Sagen’s own personal platforms too.
Then, each day of the tour the questions and answers are also being promoted across the same channels and platforms.
The objective is to both promote the broadcaster’s live Tour coverage on Eurosport Player and to bring the viewer closer to the event with an honest, insider’s perspective.
For the 104th version of the world’s most famous bike race, Europe is adding up to 25 hours of additional live Tour de France coverage – including every single minute live.
The live on-air coverage is supported by a fantasy Tour challenge,
and a set of additional features on the Eurosport Player (with an all-access on-demand digital pass that allows you to direct your own race by picking up to five additional on-course camera views).
“I’m delighted to partner with Eurosport for this project that will further connect fans and spectators with the great sport of cycling,” comments Sagen.
“Be creative, ask me your questions using the #AskSagan hashtag and I will reply to the best ones every day during the Tour de France.”
Laurence Schirrecker-Mothes, Global Head of Cycling Production at Eurosport, adds: “Peter is the most recognisable and charismatic rider in the peloton – he truly transcends the sport – so we are delighted to be partnering with him. His success, style and fun-loving attitude has earned him a global fan base and we are thrilled that our viewers across Europe, and around the world via our digital platforms, will get the chance to put their questions to him during the Tour.”
Activative Comment
Peter Sagan has raced in the Tour de France on five occasions and has not only won seven stages but has also won the points classification on each occasion – the only rider in history to achieve this.
During the 2017 iteration of the race, Sagen’s first as the leader of the BORA – hansgrohe team, he is aiming to match Erik Zabel’s record of six maillot vert wins.
If there is any rider in the professional peloton sure to give honest, interesting and entertainment answers and insight into the Tour it is Sagen (although let’s hope his answer’s aren’t too ‘fruity’).
Unfortunately, while Eurosport might be showing every minute of the 2017 Tour, Sagen wont be riding it as he was disqualified on Stage 4.
That’s the risk any brand takes when it commits all of its marketing focus on a single athlete ambassador.
Then again, Sagen might have more time to answer fan questions now.
Links:
Eurosport
https://www.facebook.com/EurosportUK
https://twitter.com/Eurosport_UK
https://www.instagram.com/eurosport/
Peter Sagan
https://www.facebook.com/PeterSagan
https://www.instagram.com/petosagan/?hl=en
BORA – hansgrohe Pro Cycling
https://www.bora-hansgrohe.com
