An XXL Activation on the Tour de France and Tour de France Femmes avec Zwift 2025

For the 2025 editions of the Tour de France and Tour de France Femmes avec Zwift, FDJ United launched an unprecedented activation designed both to reaffirm its long-standing commitment to cycling and to connect with fans by rallying them around the Groupama-FDJ cycling team and its riders — through proprietary and media-friendly experiences. Alongside FDJ United, we conceived and orchestrated three spectacular activations, crafted to create unforgettable moments both on the ground and online, while ensuring strong media amplification.

Saint-Honorine Becomes “Saint-Guillaume-la-Chardonne”

On July 10, during Stage 6 of the Tour, the race passed through Saint-Honorine-la-Chardonne, the hometown of Guillaume Martin-Guyonnet, leader of the Groupama-FDJ team.
To mark this highly symbolic moment, we transformed the entire village into a giant Fan Zone, even going as far as to rename it “Saint-Guillaume-la-Chardonne” for a day.

City entrance signs were changed, massive banners were unfurled on the church and throughout the streets, and an archway welcomed visitors — the entire village was dressed in FDJ colors and the image of Guillaume Martin-Guyonnet, maximizing visibility and creating an intensely emotional experience for fans.

The Fan Zone brought together hundreds of supporters from across the region, with food trucks, giant screens, and giveaways — the entire community of 600 residents joined forces to celebrate their hometown hero.

An emotional film, blending footage from the day with testimonials from fans and family, extended and amplified the campaign — embodying FDJ United’s unique connection with both riders and supporters.

👉 The operation achieved exceptional media and digital visibility, with coverage from Brut, Ulyces, Le Figaro, France Bleu, Ouest France, BFM TV, Radio France, and France Télévisions, and exposure in 190 countries broadcasting the Tour de France — reaching up to 3.5 billion cumulative viewers over the course of the race.

A Kilometer of Support for Valentin Madouas

On July 11, during the legendary Mur-de-Bretagne climb that closed Stage 7 of the Tour de France, we created an extraordinary activation to support rider Valentin Madouas: a “Wall of Support” made up of one kilometer of banners printed with hundreds of fan names submitted through an interactive online platform.

A bold and spectacular gesture that turned the road into a true tunnel of passion, symbolizing the collective strength and unwavering loyalty of Groupama-FDJ supporters.

The “Mystery Cyclist” — at the Grand Départ Fan Zone in Lille

During the Grand Départ of the Tour de France, from July 3 to 5, the Lille Fan Zone hosted an engaging activation called “The Mystery Cyclist.”
On a Zwift simulator, fans were invited to challenge a mystery opponent… who turned out to be one of the professional riders from the FDJ-SUEZ women’s team — Demi Vollering (future 2nd overall), Juliette Labous (6th), or Evita Muzic (10th).

As expected, participants had no idea who they were up against, confidently guessing the names of male riders from the Groupama-FDJ team, amazed by the performance on the bike.

A fun and impactful activation, designed to surprise the public and shine a light on the performance and talent of female athletes.

An Immersive Digital Mini-Series

To amplify these activations, an immersive digital mini-series led by influencer Paulo le Sportix documented, from the inside, the major highlights of FDJ United throughout the Tour de France. A direct plunge into the energy of the race — right alongside the fans and the riders.

Results

With this XXL activation plan, FDJ United activated its Tour de France partnerships in a spectacular and distinctive way, blending proximity, emotion, and visual impact.

The exceptional media coverage generated by the “Saint-Guillaume-la-Chardonne” operation illustrates the project’s ability to go beyond the sporting stage — to reach the general public, boost FDJ United’s brand awareness, and affirm its major role in supporting French cycling, both men’s and women’s.

Key Figures

• 4 flagship activations (2 for the Tour de France / 2 for the Tour de France Femmes)
• 600 residents mobilized to transform Saint-Honorine-la-Chardonne
• 1 km of support banners for Valentin Madouas
• 190 countries broadcasting the Tour de France
• 3.5 billion cumulative viewers over the course of the race
• 300+ participants in the Mystery Cyclist activation
• 300+ fan names featured on the Wall of Support for Valentin Madouas
• 1.8M+ impressions and 23K+ engagements on Paulo le Sportix’s content