SPORTS MEDIA
How Domestique Cycling grew their Instagram following by 233% during the Tour de France with Content Stadium
growth on Instagram followers
visuals created in 3 weeks
in stats content and quotes
Founded in 2024, Domestique Cycling is a digital platform with daily news, live race updates, exclusive podcasts, and creator-driven content. It offers full-spectrum coverage of the biggest races—including the 2025 Tour de France and Tour de France Femmes.
Michiel van Looijengoed | Founder at Domestique Cycling
Heading into the 2025 Tour de France, Domestique Cycling set ambitious goals for their Instagram growth and engagement. With an initial following of 9,000 on Instagram, their team wanted to:
Previously, Domestique relied on other content creation tools to create visuals manually, using self-made templates. But with the fast pace of race season, this process wasn’t scalable. They needed a faster, smarter solution to produce large volumes of high-quality, on-brand content—in real time.
Just before the Tour de France kicked off, Domestique Cycling partnered with Content Stadium to transform their content creation workflow.
Using Content Stadium’s platform, Domestique Cycling’s team was able to:
The results were nothing short of remarkable. During the 2025 Tour de France, Domestique Cycling:
All content shared on social media throughout the Tour was created using Content Stadium’s all-in-one content creation platform—a key factor in this success. During the Tour, the team created:
Take a look at some of the most engaging posts that resonated with Domestique’s audience during Tour de France 2025:
Michiel van Looijengoed | Founder at Domestique Cycling
Fast & efficient content creation: The team created over 1,000 branded visuals in less than a month with Content Stadium using smart templates built to meet the speed of sports media. ”We can now respond instantly to everything that happens in the race with Content Stadium.” – Domestique Cycling team
Always on-brand: With Content Stadium, all branded elements like logos, colors stay always in the right place across all content. ”Our content is instantly recognizable and consistently branded” – Domestique Cycling team
Data-driven content: Domestique Cycling uses live data integration through Gracenote to create lists with stats, and race results in a few clicks. ”Real-time stats were key in terms of social media engagement. With Content Stadium, it takes seconds to create content like this.” – Domestique Cycling team
High-quality visuals: All their social media visuals are professional-looking and optimized for Instagram’s algorithm. ”We’re publishing better-looking content faster, and it’s helping us grow on Instagram” – Domestique Cycling team
Scalable content creation for long-term growth: They’re saving a lot of time in producing content, compared to other content creation tools. “We’re creating more content than ever before—with less effort.” – Domestique Cycling team
Michiel van Looijengoed | Founder at Domestique Cycling
Domestique Cycling’s success showcases how a sports media organization can thrive in high-tempo environments by using the right content creation tools. With Content Stadium, they met the demands of real-time coverage, amplified their social media impact, and turned major events like the Tour de France into key drivers of audience growth and engagement.
Key takeaways:
Scalable content production fuels growth: With Content Stadium, Domestique Cycling produced over 45 visuals per day, enabling them to stay active and relevant throughout one of the busiest periods in the cycling calendar. This high-volume output translated into significant increases in reach, engagement, and follower growth of +233%.
Brand consistency builds recognition: Every post featured Domestique’s logo in a consistent position, used branded colors, and followed a unified visual identity—helping the brand stand out, build trust, and establish recognition within the cycling community.
Lists with stats and results and quotes drive the most engagement: Posts featuring race stats, rankings, and impactful quotes consistently outperformed others. These content types proved to be highly shareable and engaging, resonating strongly with fans who crave real-time insights and emotional moments during major races.
Want to scale your sports media content creation like Domestique Cycling? Book a demo today.
