Tour of Slovenia Returns as Flagship Cycling Event, Broadcast Globally on Eurosport
Tour of Slovenia Returns as Flagship Cycling Event, Broadcast Globally on Eurosport
Published:
3.6.2025
Tour of Slovenia Returns as Flagship Cycling Event, Broadcast Globally on Eurosport
Slovenia continues to shine as a cycling nation – not only through the international success of its stars Primož Roglič and Tadej Pogačar, but also by staging world-class races. From 4 to 8 June, the country will host the Tour of Slovenia, its most prestigious cycling event, featuring 16 top-tier international teams and three Slovenian all vying for the iconic green jersey. For the eighth year running, the Slovenian Tourist Board (STB) is partnering with the Tour of Slovenia, bringing the race to a global audience via Eurosport in 130 countries. So far, the broadcast has captivated more than 63.5 million viewers around the world.
The Tour of Slovenia has become one of the most established and visible sports events for promoting Slovenia as a top cycling destination – offering unique landscapes and world-class cycling experiences.
Slovenian Tourist Board Engages Global Audiences Through Broadcasts and Campaigns in Over 130 Countries
Consistent partnership between the STB, the race organizer (Adria Mobil Cycling Club), and host destinations has significantly increased the Tour’s visibility, establishing it as a standout event in Slovenia and abroad.
The Slovenian Tourist Board (STB) has proudly partnered with the Tour of Slovenia for eight consecutive years. This year once again, the STB is increasing Slovenia’s international visibility by securing race broadcasts and a robust advertising campaign across Eurosport’s television and digital platforms. The race will be aired on Eurosport 1 and 2, with over 11 hours of total coverage across the five-day event. The accompanying promotional campaign includes 230 televised ads, with 80 specifically dedicated to showcasing the host destinations. Additionally, online advertising on eurosport.com will deliver 2 million video ad impressions across Eurosport’s websites and apps, along with 1 million ad views on YouTube channel.
In the photo: Andrej Korenika, Mayor of Piran; Patricija Gržinič, Director of the Portorož Tourist Board; MSc. Maja Pak Olaj, Director of STB, Aleksander Valentin, Director of Soline d.o.o.
STB's Director, MSc. Maja Pak Olaj commented: "The Tour of Slovenia is more than a cycling race – it’s a story of Slovenia as a land of top athletes, inspiring destinations, and passionate fans. Cycling is a powerful vehicle for promoting Slovenia as a green and active destination that brings together communities, sport and tourism. This is why the Slovenian Tourist Board has actively supported the Tour for the eighth consecutive year – ensuring live broadcasts on Eurosport and global promotion through compelling content. Eurosport reaches sports fans across 130+ countries, giving our message exceptional reach. The heart of this story are the destinations and the fans – their energy, creativity and warmth create a one-of-a-kind experience that resonates far beyond our borders.”
Beyond the advertising campaign, the STB is actively promoting Slovenia through engaging multimedia content. 10 host destinations will be highlighted in specially produced videos, aired on Eurosport during race coverage, showcasing the country’s charm, natural wonders and cycling-friendly terrain.
A special interactive online game on Eurosport’s websites is engaging audiences from the UK, France, Germany, and Poland, inviting them to explore Slovenia through this year’s race route.
This year’s five exhilarating stages will link ten start and finish locations across Slovenia – from the sun-kissed coastline and the dramatic Karst Plateau to the heart of central Slovenia, the rolling hills of Štajerska and the expansive Pannonian Plain. The queen stage will unfold amidst the majestic Kamnik-Savinja Alps, culminating in the final sprint in Novo mesto, proudly known as Slovenia’s cycling capital.
For years, the race has embraced the powerful slogan “Fight for Green” – a message rooted in both sport and sustainability: celebrating the coveted green jersey awarded to the overall winner, while underscoring Slovenia’s deep-rooted commitment to sustainability and environmental stewardship.
Photo: Vid Ponikvar, Sportida
50 destinations are included along the route, with 10 hosting the stage starts and finishes. This presents a valuable opportunity for international promotion, community engagement and raising awareness about sustainability and healthy living.
Local destinations will create spectacular fan zones, which will be showcased during the Eurosport broadcast. Through creativity and environmental stewardship, destinations will compete for titles such as Naj gostitelj (Best Host) or the award for the most creative community spirit.
The Tour of Slovenia continues to tell a compelling story – one that unites sport, local communities and the energy of fans into a truly unforgettable experience. Across five thrilling stages, the country’s premier cycling race is brought to life by devoted spectators, imaginative fan displays and the vibrant presence of host destinations that infuse the event with spirit and pride. Slovenia is internationally recognised as a nation of top athletes and a country where sport is an essential part of everyday life. This reputation is reinforced by the growing appeal of Slovenia among active travellers and sports teams alike. Increasingly, professional cycling teams are choosing Slovenia as their base for training and competition – a testament to the country’s world-class sporting infrastructure and the outstanding quality of its sports tourism offer.
Photo: Vid Ponikvar, Sportida
In 2024, the Slovenian Tourist Board (STB) supported over 60 sporting events across the country, drawing nearly 27,000 international athletes — along with even more coaches, team members, and enthusiastic fans. These visitors generated close to 173,000 overnight stays, contributing significantly to Slovenia’s tourism sector. The events also brought global media attention, reaching almost 2 billion sports enthusiasts worldwide through extensive television and digital coverage, further cementing Slovenia’s status as a top destination for active and sports tourism.
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