TIKTOK: A NEW PLAYING FIELD FOR TEAM COFIDIS
Over the past few years, the digital transformation of professional cycling teams has accelerated. However, few have managed to fully leverage TikTok as a platform for visibility and brand differentiation. By entrusting its content strategy to Samba Digital , Team Cofidis made a bold move to adopt a creative, trend-driven approach tailored to the cultural codes of TikTok. The gamble paid off.
A team playing on all fronts
While the team’s sporting results were mixed this season, Team Cofidis chose to focus on a different battleground: digital engagement. The objective was clear ,to build a TikTok strategy that humanizes the riders, takes fans behind the scenes, and showcases life beyond the races.
@teamcofidis Un moment unique et rempli d’émotions 🥰🥇 #TeamCofidis #SportsTikTok #Cycling #Cyclisme #win ♬ clocks – lee™ || audios for edits
Samba Digital produced 8 to 10 videos per month, with a content peak during the Tour de France ,the sport’s most high-profile moment of the year. The editorial line combined:
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Viral TikTok trends (music, formats, humor)
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Short-form content with a human touch, centered on riders
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A light, community-focused tone to boost accessibility and relatability
Results that outpaced the peloton
In just six months, Team Cofidis delivered impressive results that exceeded expectations. Despite the competitive context and limited sporting victories, the team ranked second among all pro cycling teams in terms of TikTok views.
Key figures :
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+15 million views
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+19,000 new followers
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112 videos published
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2.2x more interactions in 6 months than the previous year
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130% engagement rate growth
Team Cofidis outperformed cycling giants such as INEOS Grenadiers, UAE Team Emirates, EF Pro Cycling, and Movistar Team, despite having fewer followers on the platform.
A game-changing content strategy
TikTok is more than just a social platform, it’s a cultural ecosystem. Team Cofidis succeeded by building its own unique voice, resonating not just with hardcore cycling fans, but also reaching new, younger, and more digital-native audiences.
This success came from a deep understanding of TikTok’s fast-moving dynamics, combined with the ability to act quickly on trends, all while maintaining brand consistency and authenticity.
@teamcofidis Nos coureurs et coureuses vous dévoilent leur fond d’écran ! Lequel est votre préféré ? 🤔📱 #TeamCofidis #Cyclisme #SportsTikTok @Clementizquierdo @Valentine Fortin ♬ La La La – Sped Up Version – Naughty Boy & Sam Smith
A blueprint for cycling and Beyond
While many sports organizations are still testing the waters on TikTok, Team Cofidis is already setting the standard. Through a locally grounded yet globally relevant approach, the team proved that digital performance isn’t solely tied to podium finishes, it’s about storytelling, relatability, and emotional connection.
A turning point in the collaboration
For Samba Digital, this partnership with Team Cofidis reaffirms that every sport, every brand, and every market holds unique narrative potential. This case study sends a clear message: in sport as in business, the brands that dare to create differently are the ones that stand out and succeed over time.
