Slovenia and the I Feel Slovenia Brand Take Centre Stage at the Velo d’Or Ceremony in Paris
At the prestigious Velo d’Or awards ceremony in Paris, ambassador of Slovenian tourism Tadej Pogačar was named the world’s best cyclist. The event also featured prominent visibility of the I feel Slovenia brand and Slovenia as a tourism destination.
One of the most prestigious events in the world of cycling is the annual Velo d’Or ceremony, which crowns the world’s best cyclist. This highly regarded award is presented each year in Paris under the auspices of the French media group Amaury Media and its flagship title, L’Équipe, bringing together the sport’s most celebrated athletes and global media attention.
Once again, the title of the world’s best cyclist was awarded to Slovenian cycling champion and the ambassador of Slovenian tourism, Tadej Pogačar. During the evening celebrating cycling’s biggest stars, he also received the Eddy Merckx Award for the best classics rider. The title of best female cyclist of the year went to France’s Pauline Ferrand-Prévot.
Tadej Pogačar is coming off an extraordinary season that has firmly cemented his place among cycling’s greats. He claimed his fourth Tour de France title, captured both world and European championship crowns, secured a fifth consecutive victory at the legendary Tour of Lombardy, and added a string of other remarkable achievements to an already exceptional year.
The I Feel Slovenia Brand on the Champs-Élysées
For this year’s ceremony, the Slovenian Tourist Board engaged in a strategic partnership encompassing a broad and integrated set of promotional activities. These included media buying through joint social media publications with L’Équipe, reaching a combined audience of more than 17 million followers; television advertising on La chaîne L’Équipe; print advertising in the L’Équipe daily newspaper; display advertising across the L’Équipe digital platforms; and high-profile on-site visibility of the I feel Slovenia brand at the event venue itself, the prestigious Pavillon Gabriel on the Champs-Élysées.
As part of the partnership, the French media team also produced a short documentary in Slovenia, dedicated to Tadej Pogačar, his homeland, and his roots.
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Media Buying and Numerous Joint Publications with the Sports Media Giant L’Équipe
In line with the 2025 work programme guidelines, the Slovenian Tourist Board is implementing activities to increase visibility and the likelihood of choosing Slovenia as a tourism destination, as well as to strengthen the positioning and reputation of the national brand I feel Slovenia. Alongside promotional activities, this is achieved through the development and maintenance of strategic – media and other premium – partnerships, cooperation with athlete ambassadors of Slovenian tourism and promotion through globally high-profile sporting events and ceremonies. France is one of the key European markets for Slovenian tourism.
The announcement of the world’s best cyclists in L’Équipe newspaper was accompanied by an advertisement presenting Slovenia as an outstanding cycling destination.
Through this partnership, the Slovenian Tourist Board leveraged the exceptional reach of both the media outlet and the event to position Slovenia globally as a boutique, high–value-added destination; an active, healthy, and sporting country; the homeland of top athletes; and a nation with a true sporting heart.
A Season of Excellence and a Look Ahead to the Year Slovenia Hosts the European Road Cycling Championships
Slovenian cyclists are celebrating another outstanding season filled with exceptional performances by Tadej Pogačar, Primož Roglič, Matej Mohorič, Jan Tratnik, Jakob Omerzel and others. Between 4 and 6 June, Slovenia hosted the 31st Tour of Slovenia, broadcast by the global sports network Eurosport to 130 countries worldwide. In the autumn, cycling champions Pogačar and Roglič each hosted their own charity cycling events. Pogačar’s S Klanca na klanc and Roglič’s Zlati krog thrilled cycling enthusiasts and the media alike.
The year 2026 will also offer numerous cycling highlights. The 32nd Tour of Slovenia returns to its June slot and will take place from 17 to 21 June 2026. Roglič has announced another attempt at winning the Vuelta, while Pogačar has openly stated one of his greatest ambitions: to win the prestigious Paris–Roubaix in 2026. One of the highlights of the year – especially for Slovenian cycling fans – will be the European Road Cycling Championships, which Slovenia will host from 3 to 7 October 2026 in Ljubljana and its surrounding area.
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