Fight for green

Photo: Tour of Slovenia archives

This year, for the first time in history, the Tour of Slovenia  cycling race will be broadcast live in its entirety by Eurosport , one of the most-watched television networks in Europe and the world. This means that more than 113 million cycling enthusiasts in 99 countries in Europe, Asia, Africa and the Middle East will be able to follow the Tour of Slovenia for the first time.

This year's 24th race brings a number of innovations, including a new slogan – "Fight for green" – that works on multiple levels: not only does it refer to the battle for the race leader's jersey, which is now green, it also reflects and communicates the commitment of this important, high-profile event to Slovenia's sustainable orientation and the green core of the I Feel Slovenia brand . The country brand I Feel Slovenia will thus be felt by many of the 240 million viewers of this European sports television network.

Eurosportwill be broadcasting coverage of the Tour of Slovenia and its 650-kilometre course for more than six hours from 15 to 18 June. Approximately a third of this time will be dedicated to images of nature, the landscape and the beauties of Slovenian destinations. The Slovenian Tourist Board (STB)  is supporting this collaboration in order to raise Slovenia's profile as an active, healthy country oriented towards sustainable development.

Photo: Tour of Slovenia archives

Alongside traditionally excellent high-quality sporting action, the Tour of Slovenia offers Slovenian tourism and tourist destinations an excellent opportunity to position the country as a green, healthy and – above all – active destination.

For the duration of the event Slovenia will be presenting itself as an excellent destination for active holidays, fitness training for athletes and sports teams, and international sports events. In order to increase the attention of the global sports audience, particularly cycling fans, the STB has come up with the "Cycling Ambassadors of Slovenia " project. Via this initiative, which runs in parallel with the presentation activities on Eurosport, six foreign bloggers and journalists have been selected for a cycling experience in Slovenia to coincide with the period of the Tour of Slovenia.