The Prince of Suffering. Captain America. The Pog.

No, it’s not the next Avengers movie—it’s Julian Alaphilippe, Quinn Simmons, and Tadej Pogačar lighting up the 112th edition of the Tour de France, the world’s most iconic cycling event. In 2024 alone, over 150 million people watched the Tour in France, with 3.9 million fans tuning in from Australia. And this year, the drama was as intense as ever—21 stages of gruelling climbs, sweeping descents and all-out sprints across stunning French terrain, finishing with that famous ride into Paris where Tadej Pogačar claimed his fourth Tour De France victory.

Riders weren’t the only ones in the spotlight. Some of the world’s biggest brands—Tudor, Decathlon, Lidl, Red Bull and Lotto—were front and centre, riding alongside the action (well… almost).

Here in Australia, SBS was broadcasting the 2025 Tour live, and at Luma, we were tracking more than just breakaways and bunch sprints. Our add+impact® ad recognition study was running throughout the Tour to find out which ads were cutting through and truly connecting with viewers.

The spotlight was on:

Skoda

Crown

Vanguard

Which ads were being noticed? Which will achieve the strongest brand linkage? We’ll reveal all soon—watch this space!