With Andy Schleck as team leader, the Saxo Bank 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-Élysées.
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, hundreds of 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 incredible behind-the-scenes looks at Team Saxo Bank’s tactics, training and, of course, the 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.
Saxo Bank’s Tour de France facts and figures:
– Searches for the Saxo Bank brand on Google doubled over the course of the Tour. – The saxobanktakingthelead.com website had an increase of 459.79% growth in absolute Unique Visitors during the Tour.
– The Saxobank Twitter feed received a record 4,678 followers.