NTT is the Official Technology Partner of the Tour de France, which is owned and managed by Amaury Sport Organisation (A.S.O.). After a merger, NTT wanted to continue using its expertise to drive innovation in cycling, as well as digitize other areas of sports, such as connected stadiums and velodromes. Three pieces of content — a microsite, video and E-book — were created to articulate the transition to NTT in 2019, but also to celebrate the great successes of the partnership. The goals were to drive both business decision-makers and sports fans towards greater brand awareness and affinity for NTT, and to inform target audiences of the technology capabilities as demonstrated through our work with the Tour de France. The intent was to lead potential clients of NTT further down the buyer journey towards becoming marketing qualified leads.