3. Since its inception in 2011, the Tour of Beijing
has been a significant step forward for the
globalisation of cycling.
Initially introduced as a legacy event of the
2008 Beijing Olympic Games, the Tour of Beijing
became an accepted member of the UCI WorldTour
family and sat comfortably alongside events of
global importance in world sport.
Importantly, the Tour of Beijing was the first and
only UCI WorldTour event in Asia – a landmark
moment for China and the UCI.
The Tour of Beijing had global television, print
and online media coverage to millions of
sports fans.
The event positioned Beijing as a sports leader
and allowed the world to see the picturesque
roads and hillsides of the neighbouring counties.
Through the expertise and hard work of the
Local Organising Committee and the Beijing
Sports Bureau, in harmony with the experts
from the Tour de France and the UCI, the Tour
of Beijing made a valuable contribution to
global cycling.
BREAKING NEW
GROUND
2015 AND BEYOND >03
03
4. The Tour of Beijing was the ultimate combination
of sport and culture.
As cycling continues to expand its wings beyond
its European base, China opened its doors to
a spectacular event that promoted its capital as a
global city and endorsed the environmental and
healthy living outcomes cycling represents.
A true milestone in the globalisation of cycling,
the Tour of Beijing delivered the best teams,
competing in the world’s premier cycling tour, the
UCI WorldTour, to Asia.
New roads and new mountains.
New fans and new markets.
New trends and new inspiration.
NOT JUST A
CYCLING
EXPERIENCE
“I THINK EVERYONE HAS
ENJOYED IT AND TAKEN
IT AS A LIFE EXPERIENCE,
NOT JUST AS A CYCLING
EXPERIENCE.”
DARIO CIONI, SKY PROCYCLING
2015 AND BEYOND >04
04
5. The Tour of Beijing created history when it
became the first cycling event in Asia to be
awarded the prestigious UCI WorldTour status
in August 2011.
The culmination of twelve months work by
the City of Beijing and an organising team that
featured worldwide leaders in the organisation,
marketing, promotion, communication and
broadcast of cycling events saw the staging of
its inaugural edition just two months later from
October 2011.
The event was an immediate success.
The introduction of the Tour of Beijing to the
UCI WorldTour was a vital step in the governing
body’s vision to globalise the sport of cycling and
has laid the foundations for a bright future for
cycling in China.
The Tour of Beijing also offered counties such
as Yanqing the opportunity to develop their own
cycling infrastructure and strategy, to the point
where it is now known as ‘The Cycling County’.
FROM THE
BEGINNING –
A SUCCESS STORY
2015 AND BEYOND >05
05
6. Chinese cyclists are creating history and the Tour
of Beijing has made a contribution to this success.
Cheng Ji became the first Chinese rider to start
in the world’s most famous cycling event, the
Tour de France, in news that made headlines
around the world.
Ji has already been a ground-breaker, after
becoming the first Chinese rider to start in a
Grand Tour, when he rode the Vuelta a España
in 2012, a feat he repeated in 2013 at the Giro
d’Italia.
The 26-year-old, whose family live in Beijing,
captured the attention of Chinese media and
cycling fans in 2013 at the Tour of Beijing
when he made his debut in his home UCI
WorldTour event.
Global Cycling Promotion director Alain Rumpf
said the global and Chinese media coverage of
Cheng Ji’s Tour de France participation was
indicative of the potential to continue to grow
cycling in new markets like China.
“The Tour of Beijing has been more than a race,
“The Tour of Beijing has been proud to provide the
opportunity for Chinese riders to shine in front
of their home crowd and a worldwide audience.
His participation has taken will take cycling in
China to a whole new level.”
In all, 13 Chinese cyclists rode the the Tour of
Beijing and the invitation was always open for
a Chinese national team to compete against
the world‘s best teams, as they did in the inaugural
edition of the event in 2011.
CHINESE CYCLISTS
CREATING
HISTORY
“I CANNOT WAIT TO START
THE TOUR AND I HOPE TO
INSPIRE MY COMPATRIOTS
BACK HOME IN CHINA.”
CHENG JI, CHINA’S FIRST TOUR DE FRANCE RIDER
2015 AND BEYOND >06
06
it was a platform for the whole sport in China:
teams, sponsors, fans and last but not least the
riders,” Rumpf said.
7. GLOBAL
PROMOTION
OF BEIJING
Beijing needs no introduction to international
tourists, but the ability to promote the city as
a modern and vibrant international destination
each year has been enhanced by hosting the
Tour of Beijing.
With television pictures broadcast around the
globe, and the world’s best photographers
capturing and distributing stunning images to
media worldwide, Beijing and its neighbouring
counties are presented in the best possible light.
Just as the Tour de France promotes France and
the Tour Down Under promotes South Australia
to a global audience, the opportunity to expand
on the tourism potential exists.
Each year the course route was designed to
showcase Beijing’s famous landmarks, such as
Tian An Men Square, the Olympic Park and Great
Wall. In addition, new highlights were promoted,
such as Chong Li, and the picturesque roads and
towns of Yanqing.
No other global event can provide this
opportunity.
Cycling provided a travelling showcase of Beijing
and surrounding areas and the world’s best
cyclists have taken their stories home, spreading the
news of Beijing as a place to experience.
“IT WAS WELL ORGANISED,
VERY SAFE AND WE HAVE
BEEN TREATED WELL.
I DIDN’T EXPECT TO DO
SO WELL HERE.”
DAVID MILLAR, GARMIN CERVELO
2015 AND BEYOND >07
07
8. YANQING –
THE CYCLING
COUNTY
Cycling has become a more fashionable sport in
China in recent years, especially after the 2008
Beijing Olympic Games, which promoted healthy
living and a “low carbon” lifestyle.
The cycling circuit at the foot of the Great Wall
is thought by some to be the world’s most
beautiful circuit.
This was showcased in 2008 and following
the success of the Beijing Olympics, Yanqing
has branded itself ‘The Cycling County’.
For each of the four editions, Yanqing County
hosted stages of the Tour of Beijing.
The surroundings and superb cycling conditions,
combined with the proximity of Beijing, provide
the perfect location for elite and recreational
cyclist alike.
Yanqing has already provided many attractions
for cyclists, with helpful signs along cycling
routes, maps and more than 2,000 bicycles for
rent at some 30 different spots, making cycling
more convenient for everyone.
To further the cause, the Bike Ride in Yanqing
continues to grow and in 2014 drew 5,000 cyclists
from Beijing and abroad.
According to statistics provided by the Yanqing
Tourism Committee, in 2012 the County attracted
around 50,000 cycling tourists who generated
revenue worth 1.88 million yuan. The following
year, around 100,000 cycling tourists generated
revenue worth 2.56 million yuan.
“THE SUCCESS OF CYCLING
IN YANQING IS JUST A
MICROCOSM OF THE
SPORT’S RISE IN CHINA.
NOT LONG AGO, FEW
PEOPLE COULD FATHOM
SPENDING TENS OF
THOUSANDS OF YUAN ON
A BICYCLE, BUT NOW IT IS
VERY COMMON. CYCLING
HAS BECOME A PART OF
MANY PEOPLE’S LIVES.””
ZHAO ANJUN, A 23-YEAR-OLD CYCLIST FROM
HEBEI PROVINCE. GLOBAL TIMES 18TH JUNE 2014
2015 AND BEYOND >08
08
9. BEIJING
CYCLING
Old versus New
The old saying ‘China is the land of bicycles’
could not have rung more true than in the
1980’s. To foreigners the streets of Beijing were
a daunting prospect, but to the eight of every
ten Beijingers who rode a bike as their primary
mode of transport, it was normal daily life.
As cars grew in popularity and became an
indicator of wealth, the number of Beijingers
using a bike as their primary mode of transport
dropped to two in ten.
But with the Chinese economic boom came the
availability of quality road bikes, and with it an
appreciation and passion for cycling as a sport
and recreational activity, rather than purely a
mode of transport.
And as the government works to rebuild its
cycling culture, a new culture is emerging.
On each preparation visit for the Tour of Beijing,
the mountains on the outskirts of Beijing are
spotted with more and more riders reclaiming
the quiet and scenic roads as their own.
Many cycling companies are recording sales
growth in China, whilst bicycle manufacturers
in countries such as India look to the activities
of Beijing for an answer to declining sales.
Dedicated cycling media have also appeared,
servicing the growing fan base throughout
China with news and information, led by the
Tour of Beijing.
And now China has its first Tour de France rider
in Cheng Ji.
So... the wheels are turning and this growth has
been added to by the prescence of the Tour of
Beijing.
2015 AND BEYOND >09
09
11. Media coverage of the Tour of Beijing grew each
year.
In 2013, 27 accredited international media and
80 Chinese media covered the event.
Each year the international press team generated
news and information that was delivered directly to
over 700 international media and reports on the
tour of Beijing were carried in the Washington
Post and New York Times and pictures in Time
Magazine online. Key international news agencies
such as Associated Press, Agence France Press and
Reuters distributed news and results to a global
readership.
In 2014, the event website recieved 40,196 unique
visitors and over 155,000 page views. The event
YouTube channel recieved 74,736 views and over
1 million minutes were watched. Visitors to the event
website came from 147 countries, with France,
Portugal, United Kingdom, Netherlands,
United States, Spain, Italy, Belgium and Australia
the most featured countries.
Social media saw over 4.2 million cycling fans receive
information on the event via Twitter, leaving
more than 11 million impressions on those followers.
Interest in cycling in China continues to grow.
EYES OF THE
WORLD ON
BEIJING
2015 AND BEYOND >11
11
12. Europe
Headlined by Pan Europe coverage by
Eurosport into 131.8million households in
59 countries and also included additional
broadcasts in Denmark (TV2 Sporten), The
Netherlands (NOS Studio Sports) and France
(Sport+).
Asia Pacific
Commitment by the Chinese host
nation’s main sports broadcast China
Central Television’s (CCTV) to televise
the Tour of Beijing on its sports dedicated
channel CCTV5 alongside their Olympic
Games, Asian Games and FIFA World
Cup commitments.
Host City coverage was also shown
on Beijing TV, whilst the wider Asia
Pacific region was serviced by a Pan
Asia Eurosport tramission that included 47
different countries.
Eurosport coverage in Asia Pacific was
also extensive.
Africa
Shown by Supersport
across South Africa.
The Tour of Beijing was amongst the most
watched UCI WorldTour races.
According to 2012 research by IFM Sports
(Repucom) the cumulated audiences show that
the 2012 Tour of Beijing, which was viewed by
146.41million people, ranked in fourth position
sitting behind only the three grand tours – Tour
de France (2,378.47million), Giro d’Italia
(407.54million) and Vuelta a España
(355.80million).
This global coverage delivered a significant
return on investment for Beijing and unlike most
any other sporting event, cycling is held outside
a stadium, so delivers images of the modern
Beijing to the world.
GLOBAL
TELEVISION
GROWTH
2015 AND BEYOND >12
12
13. The Tour of Beijing produced stunning TV images
to an increasing global audience of sports fans.
Following the success of the events inaugural
edition, the 2012 Tour of Beijing was broadcast
by China Central Television’s (CCTV) dedicated
sports channel CCTV5 significantly contributing
to the development of cycling in China.
In 2013 and 2014, the Tour of Beijing was broadcast
live on YouTube, ensuring that cycling fans all over
the world had access to live streaming, daily news
and event highlights.
The team has worked closely with the Local
Organising Committee to create an exciting race
with the end of season battle for ranking points
always adding another level of interest for the
global television audience.
2012 UCI WorldTour – Cumulated Audience
Rank Race Audience
(million)
1 Tour de France 2,378.47
2 Giro d’Italia 407.54
3 Vuelta a España 355.80
4 Tour of Beijing 146.41
5 Paris – Nice 125.66
6 Critérium du Dauphiné 70.66
2012 UCI WorldTour –
Cumulated Audience (per day)
Rank Race Audience
– Daily
Average
(million)
1 Tour de France 118.92
2 Paris – Roubaix 57.25
3 Tour des Flandres 44.18
4 Tour of Beijing 29.28
5 Amstel Gold Race 24.93
6 La Flèche Wallonne 24.36
Note: IFM Sports, now owned and known as Repucom,
is the global leader in sports marketing research. With
more than 25years of experience and 20 offices around
the world, Repucom monitor media, conduct market
research, observe the activities and distil the opinions
of fans every day to provide the knowledge required
to achieve value in marketing and sponsorship.
GLOBAL
TELEVISION
GROWTH
2015 AND BEYOND >13
13
14. THE TOUR OF
BEIJING: A NEW
MODEL OF
COOPERATION
2015 AND BEYOND >13
14
“WE SPOKE TOGETHER WITH THE ORGANIZATION, UCI,
AND EVERYONE AGREED THAT WE SHOULD CANCEL THE
LAST 30K, I THINK IT WAS A GOOD DECISION,”
“THIS MEANS A LOT, BECAUSE A LOT OF TIMES IN THE
PAST… THEY DIDN’T LISTEN TO US. AND TODAY, WE DID
A BIG STEP IN OUR SPORT, I THINK.”
PHILIPPE GILBERT, YANQING 11 OCTOBER 2014
The Tour of Beijing was designed as a new model
of cooperation between the UCI, the teams, the
riders, local organisers, providers and the domestic
cycling scene.
Via its subsidiary company Global Cycling Promotion,
the UCI ensured that the inclusion of the Tour of
Beijing in the WorldTour calendar would benefit
all parties:
- The teams, which received a significant participation
fee and got their transportation costs fully covered.
The Tour of Beijing also provided TV exposure to
their sponsors in China and gave them the
opportunity to connect with potential partners
during the event
- The riders, with a substantial prize money (USD 400K)
and the opportunity to build a fan base in the most
populated country in the world
- Some of the best service providers in the sport, such
as ASO which was a core partner of GCP and the City
of Beijing in the event organisation
- Chinese cycling, with the opportunity for Chinese
athletes to compete against the world's best riders
and train at the UCI's World Cycling Centre. By
producing the 'Beijing Cycling Stories', a series of
short videos available on its YouTube channel, and
supporting the Panda Corner, GCP also supported
the local cycling scene.
During the four editions of the Tour of Beijing, GCP
maintained a constant dialogue with all stakeholders
involved to ensure they would benefit from the success
of the event. This also proved helpful in some critical
situations where cooperation was key.
15. THE 2014
FINALE
2015 AND BEYOND >13
15
The fourth and final edition of the Tour of Beijing
took place from 10-14th October 2014.
With a new route that included the winter ski fields
of Chong Li and the best field in the history of the
event, including defending champion Benat Inxausti
(Movistar) and former world champions Rui Costa
(Lampre-Merida) and Philippe Gilbert (BMC), five
exciting days of racing unfolded.
The challenges of the withdrawal of Astana prior
to the event and a shortened race route on stage
2 due to air quality in Yanqing were handled
effectively, and overall the impressions of the race
form the global audience were positive.
The 2014 edition built on previous successes and
learnings and it was apparent by the large crowds
on the road side that the event resonated with
local audiences. Despite a scaled back invited
media program, international media coverage
grew and cycling-centric media coverage focussed
on the debate regarding the event’s final edition.
This is a topic that divided opinion, however many
commentators, cyclists and teams expressed a view
that cycling would be poorer with a WorldTour race
in China – which is in strong contrast to the
sentiment just four years ago
The 2014 edition was once again broadcast to a
global audience in every continent and was live on
YouTube. Views increased significantly from 2013.
On social media the event had an unprecedented
global reach and experienced a 57% increase in
Twitter followers and 114% increase in Facebook
likes from 2013. The #ToB2014 hashtag reached
over 4 million accounts the specific @TourofBeijing
handle reached 3.1 million accounts and the
‘Tour of Beijing’ reached 4.8 million accounts,
a massive 310% increase on 2013.
Website activity also increased, with a 115%
increase in website result page views in 2014
compared to 2013. As did YouTube
And once again the Panda was popular, both at
Panda Corner and during pre and during race
activities.
16. 2015 AND BEYOND >18
16
THANK
YOU
It has been a journey since 2011 and together we
have all achieved a great amount for cycling in
China and for cycling all over the world.
Thank you to the Beijing Municipal Government
and the Beijing Municipal Sports Bureau along
with the LOC staff for taking this journey.
We also thank the governments of Zhangjiakou,
Chong Li and Yanqing for their efforts and we wish
them the best for the bid for the 2022 Olympic
Winter Games.
The international team from Global Cycling
Promotion, ASO, Sport for Television, Jump Media
& Marketing and Silk Road Consulting have worked
closely with the LOC to deliver an excellent event.
We hope it is not an end, but the beginning of
bigger and better things for cycling in China and
around the world.
And in the years to come, all will be remembered as
part of the trail blazing group who rode into a
new frontier for the sport.
