In the first 10 days of the Tour De France, the Eight Sleep x UAE Team Emirates story generated +50 earned clips and one national broadcast segment across 12 languages, driven by the record heatwave and the “the Tour is won in bed” narrative: eight riders on the Pod every night, two embedded technicians rebuilding the sleep setup in every hotel.

Coverage spans top-tier national outlets (L’Équipe, la Repubblica, The Athletic/NYT, RMC Sport, Sporza) and cycling-native media on four continents.

Estimated earned media of $4 million +