TotA 2025: a record-breaking edition—on the road and online
The ripple effects of a spectacular Tour of the Alps extended well beyond the finish line in Lienz, reaching the Liège–Bastogne–Liège and the early stages of the Giro d’Italia. With five thrilling days of top-tier cycling across the Euroregion, the 48th edition of the #TotA delivered excitement, visibility, and engagement like never before. “The results speak to the incredible work of an outstanding team,” said General Manager Maurizio Evangelista
The curtain came down on the 48th Tour of the Alps on Friday, April 25, in Lienz (Tirol), after five intense stages that began in San Lorenzo Dorsino (Trentino) and passed through Südtirol/Alto Adige, offering a compelling showcase of racing and scenery across the Euregio. Weeks later, the buzz continues.
Just two days after the grand finale, Giulio Ciccone placed second at Liège–Bastogne–Liège, and race winner Michael Storer is now riding high in the Giro d’Italia—evidence of the #TotA’s role in shaping the season’s narrative.
Beyond the roadside crowds and a full calendar of side events, the Tour of the Alps achieved extensive reach across TV and digital platforms. A strategic partnership with Infront Sports & Media, a global leader in sports marketing, ensured daily two-hour live broadcasts in more than 100 Countries. In Italy, the final stage aired on Rai 2 and posted a 4%+ share, with double-digit growth compared to 2024. In Austria, ORF broadcast the race live every day, expanding regional visibility.
The success extended to social media, where the event’s engaging blend of live race content and fan interaction paid off. Supported by ambassadors Daniel Oss and Lukas Pöstlberger, and partnerships like the one with Aquila Basket Trento, the digital campaign brought the race to new audiences.
On Instagram, the official @tourofthealps account more than doubled its reach and impressions year-over-year, gaining 3,500+ new followers during race week alone.
On YouTube, the channel recorded 200,000+ views, 11,000+ watch hours, over 2 million impressions, and an average viewing time exceeding 3 minutes.
Among this year’s innovations, the partnership with FantaCycling—a leading fantasy cycling platform—stood out. Daily livestreams on YouTube and Twitch, featuring riders and team directors, offered a fresh and informal tone that resonated with the cycling community.
The #TotA Fantasy League drew over 2,700 participants, each averaging more than 45 minutes of weekly engagement. On FantaCycling’s Instagram, content related to the race reached nearly 400,000 accounts, generating 45,000+ interactions.
Meanwhile, the official website, www.tourofthealps.eu, saw a major uptick in traffic: from Sunday, April 20, to Friday, April 25, it registered nearly 116,000 sessions (+10% vs. 2024), and more than 500,000 page views.
The Tour also enjoyed widespread media coverage, with over 1,500 articles published globally and 25 million+ web views, spanning both cycling outlets and general media.
“These numbers confirm the strength of the event and reward the efforts of an extraordinary team I’m proud to lead,” said General Manager Maurizio Evangelista. “It was a tight, unpredictable, and thrilling edition, interpreted brilliantly by the riders and teams. We were among the first to believe in a format of short, explosive stages—and modern cycling is proving us right.”
“Together with our territorial partners—Trentino Marketing, IDM Südtirol, and Tirol Werbung—and our sponsors, we’re already at work for the next edition. Cycling demands an increasingly fast pace, and the Tour of the Alps is a complex project that requires year-round dedication to maintain and raise the standards of quality and safety our event is known for. On the communications side, we’re already developing new formats and ideas for the future.”
