GoPro Promotes TdF & ASO Alliance Via Online Cycling Series ‘Beyond The Race’

To promote its partnership renewal with Tour de France organiser ASO, GoPro is rolling out a new competitive cycling video series called ‘Beyond The Race’.

The online films, which take an inside look at competitive cycling, see GoPro equip several UCI Pro Team riders with GoPro cameras to offer fans a unique glimpse behind the scenes of the realities of elite level competitive cycling.

From mountain peaks and pain, the spots are first-hand accounts of the suffering and commitment needed in the world of professional cycling.

The series was initially teased with a two-minute, 15-second trailer.

This was followed by a launch episode, posted on the action camera brand’s website on 5 May, that focuses on behind-the-scenes footage from the most famous of all the Spring classic races – Paris-Roubaix.

Best known as ‘The Hell of the North’, this is the world’s toughest and most gruelling one day race.

First run in 1896, stopping only for two world wars, the race was initially dreamt up by two Roubaix textile manufactures.

This first episode is called ‘The Race Starts Here’ and includes music courtesy of Extreme Music.

It was created in association with Velon and shot entirely on the HERO4 camera.

GoPro will continue to roll out new films right up to the series climax around the Tour de France itself (which this year starts on 2 July).

Comment:

The latest GoPro/ASO partnership is a renewal of an alliance first signed in 2015 and is part of ASO’s wider objective of developing better connections between cycling and its fans.

This is a tripartite partnership to enable cycling to further expand its audience, reach out to new demographic groups and also to give individual cyclists a higher public profile.

And, of course, showcase the GoPro camera range.

And with 118,676 YouTube views for the ‘Trailer’ and 75,000 for ‘The Race Starts Here’, the series is certainly getting some traction.

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