Every year, Amaury Sport Organisation (A.S.O.) organizes a variety of sporting competitions around the world, with the Tour de France being one of its main contests and the largest yearly sporting event in the world. As the organizer of such a renowned event, A.S.O. had a unique opportunity to reach both new and core fans while bringing together a global community to find fresh joy in and around cycling.

Delivering the best possible version of the Tour de France meant providing an innovative experience for fans and, in so doing, attract new followers to the sport.

“We are always looking for new ideas and solutions to reach a global audience and enable every fan to experience the event in their own way. This is especially true for younger fans, who increasingly expect more personalized experiences,” says Antoine Courbon, Digital Director at A.S.O. “The Tour de France creates so many different stories every day. Our ambition is to make sure that tomorrow, every fan can also experience the one that matters most to them!”

So, A.S.O. approached Capgemini, official technology partner of the Tour de France, to help envision and deliver a new engagement platform.

Together, A.S.O. and our reinvention and experience team from frog, part of Capgemini Invent, launched a digital solution that not only created a new avenue by which cycling fans could engage with races, but also demonstrated how the right technology, content, data, and use of AI can concretely enhance the fan experience.

Gen AI takes fans inside the race

Merging historic experience with competitive cycling and digital innovation produced Inside My Race, an experience powered by AI that can be accessed through Tour de France’s official website and mobile app. This channel draws upon more than 20 data and content type feeds to perform a real-time fusion that shares news and follows riders throughout the race. Built upon a foundation of historical and live information, Inside My Race produces curated narratives that provide an entirely novel view of the Tour de France.

“Let’s say a local fan wants to check in on their favorite local riders’ overall situation,” explains Antoine Courbon. “They can filter by team or riders’ nationalities, select up to four riders from the same category to get an in-depth breakdown of how they did while also getting an overall summary of the stage.

“Or they could filter by position and choose the Leaders of four different teams, in which case that fan will get not only a write up of each of their individual races but also a narrative including their respective teams’ results. Plus, Inside My Race tracks the group’s positions.

“And for those fans who follow a less prominent rider, Inside My Race makes it easier than ever to follow their performance and progress, especially when the live broadcast maintains its focus on the biggest names and the front of the pack. It’s total personalization so that our fans can follow the Tour de France their way and at their pace.”

“On several occasions, I saw teams riding at the front of the peloton without really understanding why,” described Simon Savre, Business Development Director at Ma Petite Enterprise, a French women’s road cycling team established in 2026, after using Inside My Race during the 2026 Tour de France. “Thanks to the summaries of Inside My Race, I understood that it was often because a rider in the breakaway became a threat to the general classification of their leader. It’s the kind of detail that you don’t always perceive by just watching TV, but which completely changes the reading of the race. You then understand much better the tactical choices of the teams.”

But how can this view of the race be kept up to date? The platform refreshes every two minutes as new data and content are gathered. This is then combined with contextual information so that fans can understand the significance of each moment as the races unfold, while video content is also integrated into stories to add engaging content.

And to ensure the accuracy of this information without delays, A.S.O. and Capgemini applied self-healing AI to check the data and moderate the output so that updates are as quick and accurate as possible. Because all content and data managed by this AI are owned Tour de France information, Inside My Race avoids any hallucination related to out-of-context material.

A great race and onto the next stage

During its inaugural use at the Tour de France 2026, Inside My Race generated approximately 200 personalized stories in four different languages every two minutes for the 184 competing riders, creating dynamic summaries of every race for over one million visits spread across the world. The platform offered fans a new perspective on riders, teams, and the race as a whole, as curated summaries and real-time updates combined to bring the entire competition to life.

With AI agents consuming data constantly, generating stories, as well as translating and reviewing results and outputs, we provide viewers of every background and level of experience a special ride alongside their favorite cyclists throughout the Tour de France.

But this is just the beginning of the Tour de France and Capgemini innovation project as part of their global partnership. In fact, Inside My Race is the first step in a five-year partnership around cycling that now transitions to an evolution mindset. The partners have turned their attention to the future and additional functionalities that will build an even richer, more personalized fan experience.

“This was our first time working in cycling,” says Thomas Hirsch, Global Head of External Communications, Reputation, and Sponsorship at Capgemini. “And because we’ve seen how similar projects work out in other sports, we knew that Inside My Race could have a major impact extending beyond 2026 and the Tour de France, in time.”

For now, the partners have agreed to limit the platform to the world-renowned cycling event. This focus maximizes their ability to refine Inside My Race in pursuit of a truly ground-breaking way for fans to engage and either discover a new side to a competition they have followed years or a passion for a previously unexplored sport.

As the wheels continue to spin and records are pursued, Inside My Race and the partnership between Tour de France and Capgemini represent an exciting chapter in digital innovation for sports.