Tour of Scandinavia smashed all previous records in terms of international TV distribution. The World Tour race for women has close to 17 million viewers in total when you include both linear and digital broadcast surfaces. – With the big international stars attending and an ever-increasing international attention to women’s cycling, we have a product that achieves fabulously good TV figures, says managing director Roy Moberg.

– This year’s media report from Tour of Scandinavia is now ready and despite less linear air time than in 2022, viewing figures are increasing sharply. Through Discovery’s various platforms, we have very good international distribution, and we see that the digital platforms in particular are popular, says Moberg.

– We benefit from the fact that we have the entire world elite in place and deliver one of the best World Tour rides in the world with top TV production, exciting stages and great scenery. It was also a media scoop that we managed to get the legend Annemiek van Vleuten to end her career with us.

– We had almost 30% less airtime on Eurosport’s linear channels compared to last year, but still increased the number of viewers by around 15%. If we include all digital platforms, the increase is 30%, says Moberg. – This shows that our market share, especially in digital media, continues to grow strongly, which we are very pleased with, says Moberg.

– This is TV figures that far exceeds the men’s cycling races in Norway and that compares well with most of what is broadcast by international sports events in Norway. At the same time, it is a great paradox that the Norwegian media, including the cycling channel Tv2, are completely absent when it comes to the coverage of our event. It is a challenge we have to solve for the future. Without national media coverage, there is no room for a World Tour cycling race in Norway. It’s that simple, concludes Moberg.