The Saxo Bank Tour de France team won four stages, the youth competition and finished in second place overall. Saxo Bank remained front and centre as the cycling drama unfolded, from Fabian Cancellara’s time trial win in the Rotterdam prologue and Andy Schleck’s seventeenth stage victory in the Pyrenees Mountains to the finale on Avenue des Champs-Elysees.
Bringing Saxo Bank fans together to support the team during this year’s Tour de France was an important goal for Saxo Bank in its third season as sponsor of the team. The online bank organised on-site events that let fans and clients experience the race closer than ever before. In Rotterdam, Bruxelles, Avoriaz and Paris, guests were given a chance to watch the race as VIPs, meet the riders for autographs and photos and see the mechanics working on the bikes.
Saxo Bank also provided exclusive online coverage on its website, Saxobanktakingthelead.com, including behind-the-scenes looks at Team Saxo Bank’s tactics, training and bikes. In addition to the website, Saxo Bank knit the community of cycling enthusiasts and Saxo Bank fans together with real-time race updates and the latest Tour de France developments directly on their computer or mobile phones via Twitter and other social media activities.
During the Tour de France, searches for the Saxo Bank brand on Google doubled over the course, the saxobanktakingthelead.com website had an increase of 459.79% growth in unique visitors during the Tour and the Saxobank Twitter feed received a record 4,678 followers.
Lars Seier Christensen, co-founder and co-CEO of Saxo Bank, who followed Team Saxo Bank during most of the Tour, said that the sponsorship has not only proven a great branding opportunity for the Bank but also increased Saxo Bank’s recognition around the world.
Spanning three weeks and 3,642 kilometers, the 2010 Tour de France was one of the toughest and most demanding editions of the race in recent years. Following their performance at this year’s Tour de France, Team Saxo Bank is now ranked as the number two cycling team in the world.