In 2024, we revolutionized professional cycling with the introduction of the Control Room—a mobile van equipped with advanced technology to collect and analyze real-time data during race stages. This innovation allows race directors to make critical, informed decisions on the fly, significantly enhancing race strategy and performance. Our goal was to create a solution that improved on-road performance while delivering substantial value to our partners, Visma and BetCity.
With Visma’s expertise in business-critical software solutions, data collection, and visualization, and BetCity’s support for innovation in sporting success as our Victory Partner, both played pivotal roles in developing and executing the concept. Launching the Control Room at the Tour de France, where 70% of cycling’s annual media value is generated, was a strategic move. We relied entirely on earned and owned media, teasing the innovation through targeted visibility in Florence and engaging the cycling community. A well-timed campaign video and press event, along with a controversy with the ASO, led to an entirely organic spread of the concept, making it a hot topic among fans.
The results were incredible: a reach of 924 million people, $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 supporting BetCity’s role as Victory Partner of Team Visma | Lease a Bike. With plans for further evolution, the Control Room is set to remain at the forefront of cycling innovation.
