During the Grand Départ of the Tour de France 2025 in Lille, the birthplace of Van Rysel, a unique content-led sponsorship came to life: The House of Cycling Dreams.
Developed by Van Rysel and Wasserman Benelux, the activation transformed the brand’s partnership with Team Decathlon–AG2R La Mondiale into a living, shareable story celebrating cycling culture, innovation, and human connection.
Inside a traditional Flemish estaminet, Van Rysel built a multi-sensory content hub merging heritage and performance. Each experience was designed for storytelling, from the Dream Jersey contest judged by pro riders, to the Performance Showroom, and the Repair Corner bringing the brand’s expertise to life.
The venue became a creative studio for fans, media, and influencers, hosting live podcasts, interviews, and daily content creation. Designed for organic amplification, the House of Cycling Dreams was not only visited but shared; it became a symbol of Van Rysel’s emotional and cultural relevance in modern cycling.
The results speak for themselves:
• 7,100 visitors from 37 nationalities
• 354 posts from 20+ influencers and journalists
• 3.2M impressions, 1.1M Reels plays, and $158,200 EMV
• Engagement rates of 2.7% (Instagram) and 8.1% (TikTok)
Strategically timed, locally rooted, and content-first, The House of Cycling Dreams turned a sponsorship moment into a lasting storytelling platform, blending performance, authenticity, and shareability.
