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In 2024, we revolutionized professional cycling with the introduction of the Control Room, a bus equipped with cutting-edge technology to collect and analyze real-time data during race stages. This innovation enables race directors to make crucial, informed decisions mid-race, significantly enhancing strategy and performance. Our goal was to create a solution that not only improved on-the-road performance but also delivered substantial value to the team’s partners, Visma and BetCity.
With Visma’s expertise in mission-critical software solutions, data collection, and visualization, and BetCity’s commitment to innovation in sporting success as a Victory Partner, both played a crucial role in developing and executing the concept. Launching the Control Room during the Tour de France, where 70% of cycling’s annual media value is generated, was a strategic move. Relying entirely on earned and owned media, we maximized visibility through targeted exposure in Florence and direct engagement with the cycling community. A well-timed campaign video and press event, coupled with controversy involving the ASO, led to fully organic distribution of the concept, making it a hot topic among fans.
The results were remarkable: 924 million people reached, $8.55 million in media value, and 1,220 editorial mentions. The Control Room provided Visma with the ultimate showcase for business software at the highest level in sports while seamlessly reinforcing BetCity’s role as a Victory Partner of Team Visma | Lease a Bike. With further development on the horizon, the Control Room will continue to lead the way in cycling innovation.
