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Sales and fan engagement go hand-in-hand
Team Jumbo-Visma's regular kit resembled the famous Tour yellow jersey too much, so we were faced with a dilemma. We turned it into an opportunity. That’s how Team Jumbo-Visma went to the Tour de France in 2021 not with eight, but with 5,659 riders.
Fans became part of the Tour team through the special kit. First of all, they were involved in the design of the shirt. There was room on the shirt for the names of as many fans as possible, who could claim a spot for themselves simply by purchasing the shirt. We then brought the 5,651 (!) buyers of the shirt closer to the eight-strong team than ever before through the shirt, other content and various activations.