STB and Eurosport extend 7-year partnership in promoting the Tour of Slovenia

Published: 26.3.2024 More info

Back to news

STB and Eurosport extend 7-year partnership in promoting the Tour of Slovenia

The prestigious international cycling race, Tour of Slovenia, is set to mark its 30th anniversary this year. The Slovenian Tourist Board (STB), in partnership with the Adria Mobil Cycling Club, will once again guarantee the race's broadcast on the esteemed global television network, Eurosport, showcasing Slovenia's scenic landscapes to millions of cycling enthusiasts worldwide.

STB and Eurosport extend 7-year partnership in promoting the Tour of Slovenia

Furthermore, the STB will undertake additional advertising activities to promote Slovenia and the tourist attractions along the race route. Further details were unveiled by the partners during today's press conference in Ljubljana.

The anniversary edition of the Tour of Slovenia will run through several locations across Slovenia, extending its route to include neighbouring countries. The race, consisting of five stages, will feature competition among 22 elite teams, including six of the highest category. Starting on June 12 in Murska Sobota, the race will culminate five days later in Novo mesto, where the champion will be crowned.

Over three decades, the Tour of Slovenia has evolved into a captivating sports-tourism spectacle. This year, in partnership with the Slovenian Tourist Board and Slovenian tourist destinations, millions of sports enthusiasts will have the opportunity to watch it live on Eurosport 1 and Eurosport 2. A total of 46 Slovenian tourist destinations and municipalities are participating in this project.

MSc. Maja Pak Olaj, the director of the Slovenian Tourist Board, explained that the Slovenian Tourist Board is delighted to continue the seventh year of partnership in promoting the Tour of Slovenia and thereby enhancing the competition's international standing and showcasing Slovenia as a premier tourist destination: “Through our partnership with Eurosport, which encompasses live race coverage and an advertising campaign, we are introducing Slovenia to millions of sports enthusiasts while also boosting the race's visibility and popularity among local audiences. Our involvement in the race underscores our dedication to presenting Slovenia as a boutique, sustainable destination, renowned for its top athletes and host to prestigious international sporting events. The STB actively leverages the synergies between sport and tourism, showcasing Slovenia as a tourist destination and the 'I feel Slovenia' brand at over 60 international sporting events annually, both within Slovenia and alongside major global events such as this year's Olympic Games in Paris and the European Football Championships in Germany."

11 hours of live coverage, 230 adverts and an exclusive prize draw

In partnership with Eurosport, this year the Slovenian Tourist Board (STB) will deliver a total of 11 hours of live coverage on Eurosport 1 and Eurosport 2, reaching an audience of over 88 million viewers per month.

Additionally, as part of an advertising campaign running from April to July, 230 TV commercials will be aired on these channels, including 80 ads promoting Slovenian tourist destinations.

The STB has also secured advertising space on and Eurosport apps, ensuring 3.2 million video ad impressions in key markets such as Germany, Italy, Spain, France and the UK.

Furthermore, engaging with fans on Eurosport's website and social media platforms, a prize draw will spotlight the race route and the scenic tourist destinations along it.

During the race, the STB will further engage sports enthusiasts through its digital channels, including the Feel Slovenia social media platforms and the portal, as well as through its representative offices abroad and in partnership with foreign media.

The organizers anticipate hundreds of thousands of spectators along the routes of all five stages of the race, each adorned with green I Feel Slovenia flags.

Last year, 10 million watched the race live on Eurosport channels 1 and 2, contributing to a viewership of more than 56 million since 2016. Moreover, last year's advertising campaign on Eurosport's TV channels, spanning nearly two months, reached 13 million viewers and over 3 million online users, with the participation of 40 Slovenian tourism destinations.

A milestone anniversary marks a race of excellence in various aspects

With a total length of 840 kilometres, this year's Tour of Slovenia stands as the longest since 2004, featuring routes that extend across Hungarian, Austrian, Croatian and Italian roads.

The battle for the green jersey will unfold from June 12 to 16. The race starts in the northeast of the country with a 192-kilometre stage from Murska Sobota to Ormož, followed by the renowned stage from Žalec to Rogaška Slatina. Next, the caravan journeys to the far west, embarking on a stage from Ljubljana to Nova Gorica. Stage 4 kicks off in Škofljica, culminating in Krvavec. The race finale unfolds in Dolenjska, featuring a loop from Šentjernej to the traditional finish in Novo mesto.

The overall race champion will once again be awarded a replica of the oldest wooden wheel, while the best host city, determined not by seconds but by an expert jury, will also receive the same trophy. Last year, Novo mesto clinched the title, with evaluation criteria encompassing local environmental activities, promotional and sustainability endeavours and the use of digital channels.

Additionally, the Kids Tour of Slovenia, designed for young participants, is set to return from July 5 to 7 as part of the event.

In the cover photo (from left to right): Marko Lekše, President of the Adria Mobil Cycling Club and Chairman of the Race Organising Committee; Matjaž Leskovar, representative of the Slovenian Police; MSc. Maja Pak Olaj, Director of the Slovenian Tourist Board; Mitja Mahorič, two-time winner of the Tour of Slovenia; Domen Novak, member of UAE Team Emirates; Jure Golčer, two-time winner of the Tour of Slovenia; Bogdan Fink, Race Director.

Photo by Sportida

Back to news


Global public relations and Marketing
e-mail address: press(at)

Sign up for the Trade News

Be up to date about what’s happening in Slovenian tourism. By subscribing to our newsletter you will receive the latest trade news in the field of tourism and other current information on a monthly basis.

Share with friends