Slovenia Dominates the Tour de France Like Never Before

Why is Slovenia at the centre of attention at this year’s Tour de France?

Tadej Pogačar and Primož Roglič serve as ambassadors of Slovenian tourism, strengthening the global visibility of the I feel Slovenia brand through their collaboration with the Slovenian Tourist Board (STB). Their success on the international stage not only promotes the brand, but also highlights Slovenia and its destinations as prime locations for active outdoor holidays. Throughout the Tour de France, STB is running a series of promotional campaigns and sharing regular updates on the achievements of Pogačar and Roglič – as well as the passionate Slovenian fans – reaching thousands of users with every post. A standout initiative this year is a special prize giveaway featuring I feel Slovenia yellow jerseys.

In the last half-decade, Slovenia has consistently ranked among the leading countries in professional road cycling, thanks to the remarkable champions Roglič and Pogačar. Their passion, dedication, and authentic connection with fans elevate their many victories and records beyond sport, inspiring people around the globe.

According to Milan Eržen, the only Slovenian team director in the WorldTour and the man behind Team Bahrain Victorious, Pogačar has significantly boosted the popularity of cycling over the past five years. This is evident in the increased sponsor investments in cycling teams and the growing success of marketing campaigns. In addition to Pogačar and Roglič, Matej Mohorič also stands out – his eloquence captivates even those who aren’t (yet) cycling fans.

Week One: Pogačar’s 100th Career Win and Two Stage Victories

From the very first stage, both Pogačar and Roglič were considered favourites for the general classification – even though the real battle usually begins in the final week. During the opening ceremony, they received the loudest applause and each left their mark in a way that resonated widely on social media.

Watch the video

With his first stage win, Pogačar reached a major milestone: 100 career victories in the WorldTour. As his lead over the chasers grew, he dominated the front pages of European media, especially Le Équipe and Le Monde in France. Meanwhile, German and Austrian outlets focused more on Roglič and the significant progress of his Red Bull–Bora–Hansgrohe team.

Tadej Pogačar’s Story

Week Two: Roglič Climbs from the Edge of the Top Ten to the Podium

The Tokyo Olympic time trial champion proved once again that mountain stages are his forte. After a tough week, Roglič stunned with an outstanding time trial, putting both Slovenians on the podium—Pogačar in first, Roglič in third.

Roglič also impressed sports commentators with his steady climb into the top ten, day after day. Slovenia is, in fact, the only country with two riders in the top ten. Roglič’s appeal goes beyond national borders: fans worldwide see in him a charismatic leader, mentor, and exceptional athlete.

Unstoppable Primož Roglič

Week Three: Two Slovenians Among the Tour’s Five Fastest Riders!

Pogačar continues to impress with record-breaking achievements. In addition to four new stage wins and his 100th career victory, he has reached 50 days in the yellow jersey and collected a record-breaking 149 leader jerseys across various classifications. Only a few all-time records remain ahead – but first, three final stages await. By their side will be a passionate crowd of Slovenian fans, creating mini Slovenia-themed hotspots along the French roads, bringing energy to the TV broadcasts and motivating Roglič and Pogačar in their pursuit of cycling greatness.

What’s it like to ride with Pogačar? Join the Pogi challenge!

Already know what you're doing on Sunday, October 12? You can join the Pogi Challenge event and ride Pogačar’s home climb—Krvavec—with the world’s top cyclist. Spots are limited, so register as soon as possible.
 

Back to news