For the 4th time, Tour of Slovenia & Slovenia as an active leisure holidays destination will be broadcast on Eurosport

Published: 6.5.2021

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For the 4th time, Tour of Slovenia & Slovenia as an active leisure holidays destination will be broadcast on Eurosport

Today, the first press conference about the 27th Tour of Slovenia cycling race took place. The race, which will take place between 9 and 13 June 2021, will also this year be broadcast on Eurosport.

For the 4th time, Tour of Slovenia & Slovenia as an active leisure holidays destination will be broadcast on Eurosport

Slovenia will be featured in as many as 210 television commercials, thus ensuring the broadcast of the race under the recognizable slogan "Fight for green". In addition, communication activities on Eurosport network for the presentation of Slovenia as a green and safe destination for excellent active experiences have also been intensified.

Excellent results in the recent years have convinced the STB to be engaged in the Tour of Slovenia cycling race also this year.

MSc. Maja Pak, director of the Slovenian Tourist Board, pointed out on this occasion: “After excellent results in recent years, the Slovenian Tourist Board is continuing and upgrading its participation in the Tour of Slovenia cycling race. Since the race will be broadcast and advertised on Eurosport, and hopefully Tadej Pogačar will participate, we expect great media attention and the opportunity to promote Slovenia as an excellent destination for active holidays. In addition to the broadcast of the race for a total of 10 hours on Eurosport 1 and Eurosport 2 and on, content articles about the race and Slovenia on the websites of this media giant, advertising with television ads of Slovenia and 3 million display banners will bring Slovenia's cultural and natural sights closer to millions of active holidays enthusiasts. Eurosport 1 and 2 have as many as 18 million viewers per month, ranking them at the very top of the highest-reaching global television channels, with more than 10 million followers on their websites. This year as well, the Fight for the green slogan will highlight Slovenia’s commitment to protecting the environment, and by carrying out the event in a 'bubble' once again, we will prove that Slovenia is an excellent host of top sporting events with special care for safe experiences. At the Slovenian Tourist Board, we pay special attention to cycling as one of the key products of active holidays, and we strengthen the recognition and reputation of our country as a destination for excellent cycling holidays by partnering up with top cycling aces, Tadej Pogačar and Primož Roglič. The race is also an opportunity to present our country as an excellent destination for active holidays for the locals, Slovenians. Active holidays have a great potential and many opportunities for the development in Slovenia. Thus, the Slovenian Tourist Board has defined active holidays and sports tourism as the central promotional theme in the next two years.”

Promotion activities strengthen Slovenia's visibility and reputation as a green and safe destination for active experiences

The race will be broadcast on Eurosport 1 and Eurosport 2 with a monthly reach of 18 million viewers. This extraordinary reach places Eurosport among the most watched international television channels, including ahead of channels such as CNN and the BBC. The race will be broadcast live for a total of at least 10 hours a day (approx. 2 hours a day) and also on In June and July, advertising will be carried out on the transnational TV network Eurosport, which includes advertising on television (TV channels Eurosport 1 and 2) and on the website. The announcement of the race on Eurosport channels will be even more intense this year than before. Two content articles about Slovenia and the race will also draw attention to Slovenia as a green and safe destination for great experiences.

In the same way as in previous years, the STB will continue to work with leading tourist destinations as part of the race this year. All 31 destinations, which are included in the race, will be presented in video clips highlighting their key tourist attractions. The I feel Slovenia brand will be prominently displayed along the race route. Even before the race, Eurosport journalists will get acquainted with the beauties of Slovenia and the tourist offer along selected routes. In Slovenia, the race will be broadcast on the national Slovenian television (RTV Slovenia).

This year's race will also be held under the recognizable slogan “Fight for green”. The race will also pay special attention to responsible and sustainable behaviour, which are implemented and communicated with responsible travel standards and the Green & Safe label.


Excellent results over the years

Within four years of partnering up with Eurosport, the STB has successfully carried the I Feel Slovenia brand through Eurosport television and social media networks around the world and presented Slovenia as an exceptional green country with friendly people. Together with project partners and destinations, the STB has achieved excellent results in recent years.

In 2019, when the last race took place, Slovenia was highlighted as a sustainable land of extraordinary natural wealth in more than 120 countries. The race was watched by 11 million viewers in 10 hours of live broadcast. Another 14.5 million viewers were reached through advertising. Various social media posts related to the race reached more than 37.6 million followers, with 540,000 views of the race recorded on the official Facebook profile of the race alone. The total gross value of the media releases amounted to almost 35 million euros. The efforts of the organizer and partners were also rewarded by the International Cycling Federation, which classified the race into a higher class.

“A green ribbon” in “a bubble”

This year's race will be five days long, and on a little more than 823 kilometers long route, a 18 teams will compete, four of them are of the UCI World Tour series: UAE Team Emirates (UAE), Astana - Premier Tech (KAZ) , Bahrain Victorious (BHR) and Team Bikeexchange (AUS).

This year's “green ribbon” will definitely be different from the previous ones – not only will it embrace Slovenia in a special way, but it will be organized in “a bubble” and in accordance with the preventive measures and rules for competitions of this rank set by the International Cycling Union (UCI). The first stage will take the cyclists from Ptuj to Rogaška Slatina (155.8 km), the second stage from Žalec to Celje (154.9 km), the third stage from Brežice to Krško (170.7 km), the fourth stage from Ajdovščina to Nova Gorica (163.7 km) and the fifth stage from Ljubljana to Novo mesto (178.1 km). Traditionally, the Novo mesto will host the finish of the last stage of the race. Although without major ascents and chronometers, the route of this year's Tour of Slovenia race is varied and technically demanding, which is why the victory of the most “complete” cyclist in this race is expected, the one who will be able to respond to all challenges of the route and other cyclists or teams.

The difficulty of the race is escalating from stage to stage this year as well, so the riders will have to be extremely concentrated and ready to respond to all attacks. Among the most demanding is definitely the fourth stage, which has as many as 5 categorized ascents, among which the most demanding will be the ascent to Sveta Gora, where the finish line of the 4th stage at 639 meters above sea level will be positioned. Among the more demanding ascents is also the ascent to Svetina (697 m above sea level), which the cyclists will reach during the second stage. This is at the same time also the highest point of this year's race. The winner will receive the famous cup – a replica of the oldest bike – on June 13 in Novo mesto.

“This year's race is demanding by itself, but it will be the cyclists who will make it even more demanding. They will certainly be highly motivated and therefore we expect an interesting and tense cycling showdown until the last kilometers,” said Bogdan Fink, the organizational director of the race.

For the 27th Tour of Slovenia, 126 cyclists have currently been registered. The actual favourites will be known when the starting list is final.

The organizer of the race is the Adria Mobil Cycling Club, supported by its loyal sponsors, including Adria Mobil and Telekom, a comprehensive communication services provider. The Slovenian Tourist Board remains one of the key partners of the race. Avto Triglav, Fiat's official distributor for Slovenia, will once again be the official carrier of the race, and the Slovenian Police will also take care of the traffic safety.

As the organizer adds, this year all the municipalities – the hosts of the starting and finishing lines – will once again compete for the BEST host cup, which was won by the municipality of Idrija in the last race.

Follow the Tour of Slovenia cycling race also via FeelSlovenia social networks and on the official profiles of the race organizer:, and

More information is also available on the official website of the Tour of Slovenia.

In the photo from left to right: Matjaž Leskovar, representative of the Slovenian Police, Bogdan Fink, organizational director of the Tour of Slovenia race, Mojca Novak, president of the Adria Mobil Cycling Club, MSc. Maja Pak, director of the Slovenian Tourist Board, Tomaz Jontes, vice president of Telekom Slovenije. Photo: Anže Furlan / Po Sloveniji

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