Tour de France 2025: A Global Stage for Slovenia’s Cycling Story
Published:
2.7.2025
Tour de France 2025: A Global Stage for Slovenia’s Cycling Story
Primož Roglič and Tadej Pogačar, both ambassadors of Slovenian tourism, have created a true Slovenian cycling fairytale in recent years – one that continues to echo around the world.
The days leading up to this year’s Tour de France are no different: Pogačar enters as the favourite, while Roglič sets his sights on the podium. Once again, the Slovenian Tourist Board (STB) is launching a special campaign that highlights Slovenia’s cycling and outdoor adventures, told through the stories of its two star ambassadors.
A Global Sports Spectacle with Slovenia at the Forefront
Cycling fans in 190 countries will tune in to over 110 hours of Tour de France coverage between 5 and 27 July, many shaping their summer schedules around the world’s most prestigious cycling race. Over 1,800 journalists from around the globe are already gearing up to cover the event – where Slovenia’s two cycling legends are among the biggest draws.
For years, STB has been creating campaigns with Pogačar and Roglič to promote Slovenia as an outdoor paradise – whether it’s Pogačar’s Tour de France training in Slovenia, the Roglič family’s cycling holiday across the Štajerska region, or their favourite cycling routes throughout the country.
The “From Slovenia. With love.” Campaign Returns – Now Featuring Pogačar
Last year, the Tour de France reached nearly 14 million fans on social media, with video content surpassing 740 million views. A standout feature of the event is its ongoing collaboration with Netflix, which is releasing Season 3 of the behind-the-scenes Tour de France series to coincide with the race.
During the race, STB will advertise on Eurosport and run a digital campaign that highlights the achievements of Slovenian cyclists and shares compelling fan stories connected to Slovenia. The Tour is expected to boost visibility for the latest edition of the “From Slovenia. With love.” campaign, which also features sport climbing champion Janja Garnbret and the energetic Slovenian band Joker Out, alongside Tadej Pogačar.
Can Pogačar Defend the Yellow Jersey?
Tadej Pogačar already holds three yellow jerseys as overall Tour winner and has twice finished second. His performances this spring and in the lead-up to the Tour have been more impressive than ever, prompting one big question across the media: Can he do it again?
Primož Roglič, riding with a new team since last year, is still chasing his first yellow jersey – the only major title missing from his decorated career, which includes three overall victories in La Vuelta, an Olympic gold medal, and a Giro d’Italia win. He enters the Tour aiming to reach the final podium after 21 stages.
Tour de France 2025: Slovenia in the Spotlight Once Again
For the first time since 2020, the Tour de France will take place entirely on French soil. Between 5 and 27 July, riders will face 21 stages (with two rest days), covering 3,338.8 km and climbing more than 50,000 vertical metres.
Millions of fans are expected along the route, and once again, Slovenian flags and bold messages of support will be proudly on display. The 2025 edition is shaping up to be another extraordinary global sporting event – and at its heart is the Slovenian cycling fairytale, with Pogačar and Roglič leading the way.
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