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Sport/Cycling · own primary research
Cycling data.
Not estimated.
Surveyed.
Anyone investing in cycling often decides on the basis of reach estimates. Instead, the ONE8Y Database delivers representative survey data on cycling enthusiasts and fans — on sponsorship impact, target-group profile, awareness and media use.
From the latest survey
What the data shows.
56%of cycling enthusiastsreport increased purchase interest in Red Bull
58%for Decathlonsignificantly or somewhat increased
57%for Lidlsignificantly or somewhat increased
Tour de France sponsorship drives purchase interest — but very differently depending on the brand.
Source & methodologyONE8Y Database, July 2026. n = 793 cycling enthusiasts (top 2 on a 4-point scale). Question: “To what extent has sponsorship at the Tour de France increased your interest in buying from the following brands?”
Section 01
Sponsorship & partners
36 analyses from the cycling data in the ONE8Y Database.
- Suitability of selected industries for professional road cycling in a country comparison
- Preferred types of sponsorship in professional road cycling over time
- Aided awareness of selected cycling partnerships of the ABUS company
- Influence of sponsoring professional cycling teams on brand perception over time
- Acceptance of sports sponsorship in cycling in a country comparison
- Aided awareness of selected companies as sponsors of cycling teams over time
- Influence of cycling sponsorship on the willingness to buy a product in a country comparison
- Agreement with statement about the advertising caravan at the Tour de France
- Influence of cycling sponsorship on brand perception in a country comparison
- Additional increase in purchase interest in Picnic through the 2026 Tour de France Femmes sponsorship
- Additional increase in purchase interest in Lidl through the 2026 Tour de France Femmes sponsorship
- Sympathy of selected Namingright sponsors of cycling teams
- Unaided awareness of selected namingright sponsors of cycling teams in a country comparison
- Preferred types of sponsorship in professional road cycling by country
- Fit of selected Namingright sponsors of cycling teams
- Unaided awareness of naming-right sponsors of cycling teams over time
- Preferred industries for sponsorship in professional road cycling by country
- Aided awareness of selected Namingright sponsors of cycling teams
- Actual product purchases of selected brands due to cycling sponsorship
- Preferred purchase of products/ services from Namingright sponsors of cycling teams over products/ services from other manufacturers
- Effect of presence in the 2026 Tour de France advertising caravan on purchase interest in selected brands
- Effect of presence in the 2026 Tour de France advertising caravan on brand sympathy
- Unaided brand association with the advertising caravan of the 2026 Tour de France
- Aided brand association with the advertising caravan of the 2026 Tour de France
Section 02
Fans & target group
33 analyses from the cycling data in the ONE8Y Database.
- Interest in women’s professional cyclists among respondents in Denmark
- Interest in selected riders in women’s cycling
- Distribution of interest in men’s and women’s cycling in a generational comparison
- Interest in professional road cycling in a country comparison
- Interest in professional cycling teams among respondents in Denmark
- Interest in selected professional cycling races in a country and time comparison
- Influence of own activity on interest in professional cycling in a country comparison
- Interest in selected cycling events among respondents in Denmark
- Participation in cycling among cycling-interested people and fans from Denmark
- Interest in selected professional cyclists over time
- Interest in Cycling by Nielsen regions
- Social media content that increases identification with professional cyclists in a gender comparison
- Interest in selected cycling teams over time
- Change in Purchase Interest in Selected Brands Since the Start of the 2026 Tour de France
- Interest in selected cycling disciplines in a generational comparison
- Influence of the Tour de France on interest in cycling in a gender comparison
- Interest in selected stage types of the Tour de France over time
- Interest in selected cycling sports in a country comparison
- Preferred supermarket chains compared with athletics and cycling fans
- Prestige of the ADAC Cyclassics compared to other cycling events in a target group comparison
- Main reasons for a lack of interest in cycling in a country comparison
- Top 10 leisure topics of cycling fans
- Awareness of gravel bikes among people interested in cycling
- Interest in digital technologies and innovations among cycling enthusiasts in a country comparison
Section 03
Consumption & purchasing behaviour
4 analyses from the cycling data in the ONE8Y Database.
- Purchase criteria for nutritional supplements in cycling over time
- Factors influencing purchasing decisions in cycling in a country comparison
- Influences on the purchasing decision when buying cycling products
- Ownership and purchase intention of a mountain bike, road bike, or e-bike in the benchmark
Section 04
Awareness & image
23 analyses from the cycling data in the ONE8Y Database.
- Awareness and likeability of riders in professional women’s cycling
- Likeability of professional cyclists in a country comparison
- Aided awareness of professional cyclists in a country comparison
- Awareness of selected professional cycling races in a country and time comparison
- Awareness of selected sports nutrition brands in cycling over time
- Awareness and usage of selected apps for documenting training performance & routes in cycling in a country comparison
- Awareness and likeability scores of riders in professional men’s cycling
- Favorite brands in terms of cycling and clothing
- Awareness and use of selected apps for documenting training performance & routes in cycling over time
- Unaided favorite cycling and shoe brands among respondents in Denmark
- Change in perception of the cyclist Jan Ullrich through the documentary "Jan Ullrich - der Gejagte"
- Favorite brands in terms of cycling and helmets
- Favorite brands in terms of cycling and glasses
- Favorite brands in terms of cycling and shoes
- Gain in sympathy for Lidl through involvement in the 2026 Tour de France and the 2026 Tour de France Femmes
- Gain in sympathy for Picnic through involvement in the 2026 Tour de France and the 2026 Tour de France Femmes
- Favorite brands in terms of cycling and bicycles
- Credibility of the cycling involvement of selected brands
- Perception of the current gravel bike trend in cycling
- Sympathy of selected German cyclists compared over time
- Awareness of selected professional cycling races in a country comparison
- Aided Awareness of Selected German Cyclists Compared Over Time
- Aided awareness of selected sports brands represented in the cycling market
Section 05
Media & reach
11 analyses from the cycling data in the ONE8Y Database.
- Following of professional women’s cycling over time
- Attractiveness of professional women’s cycling compared to men’s professional cycling over time
- Following professional cyclists on social media and channels used over time
- Use of different nutritional supplements in cycling over time
- Assessment of the development of doping in cycling over time
- Evaluation of Red Bull's engagement into the BORA-hansgrohe Cycling Team over time
- Perceived support of cycling by selected supermarket chains over time
- Criteria contributing to the attractiveness of professional women’s cycling over time
- Following the Tour de France and frequency of media coverage use over time
- Channels used for media coverage of the Tour de France over time
- Preferred channels for media coverage of the Tour de France over time
Section 06
Further analyses
34 analyses from the cycling data in the ONE8Y Database.
- Pursuit of professional road cycling in a country comparison
- Use of digital solutions in cycling in a country comparison
- Popularity drivers of professional cyclists in a generational comparison
- Following women's professional cycling among respondents in Denmark
- Use of digital sports technologies in cycling in a country comparison
- Preferred sources for obtaining information about cycling products
- Following professional cycling among respondents in Denmark
- Potential for sustainable innovation in professional cycling: a comparison of countries
- Associated sustainability issues in professional road cycling in a country comparison
- Use of nutritional supplements in road cycling
- Fascinating features of professional road cycling in a country comparison
- Practised cycling types among active cyclists
- Potential for making professional road cycling more attractive in a country comparison
- Leisure cycling activity among active cyclists
- Sources of information on professional road cycling in a country comparison
- Frequency of following the coverage of the 2026 Tour de France
- Importance of cycling for the Olympic Games
- Comparison of active and former participation in cycling by selected generations
- Agreement with statements on demands, media coverage, and marketing in professional women’s cycling
- Active cycling in leisure time in a country comparison
- Usage of programs and apps for cycling in a generational comparison
- Digital applications and devices in the cycling context
- Potential for increasing the appeal of cycling in a country comparison
- Self-assessment of cyclists in a country comparison
More sports
108 sports in the database.
The ONE8Y Database covers far more than football. A selection:
This is an excerpt. The complete cycling data set with 404 analyses — filterable by market, topic and industry — is in the ONE8Y Database.
Cycling sponsorship with data.
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