What Amaury Sport Organisation (A.S.O) does

Amaury Sport Organisation (A.S.O.) is a French sports event organizer specializing in non-stadia (outdoor) international sporting events, founded in 1992 and headquartered in Boulogne Billancourt, France. The company is a wholly-owned subsidiary of Groupe Amaury, a diversified media and sports conglomerate that also owns the newspaper L'Équipe. A.S.O. organizes approximately 100 events across 36 countries, operating 250 days of competition annually in five sport disciplines: cycling (Tour de France, La Vuelta, Paris-Roubaix, Liège-Bastogne-Liège), motorsports (Dakar Rally, FIA/FIM World Rally-Raid Championship), mass participation events (Schneider Electric Marathon de Paris, running and amateur cycling events), golf (Lacoste Ladies Open de France), and sailing (image production and distribution).

A.S.O.'s core technology and operational capabilities encompass in-house media production, event logistics, sponsorship sales, and digital platform operations. The company manages 28 websites and operates the proprietary time to registration platform for mass-event participants, the Voyage Sport Organisation (V.S.O.) travel agency, and licensed merchandise programs. Broadcast reach extends to 190 countries across 5 continents. The company is supported by wholly-owned subsidiaries in Spain (Unipublic, owner of La Vuelta), Germany, and the UK (including the acquired Human Race mass-events business).

Revenue is generated across five streams: broadcasting and media rights, sponsorship and partnerships, merchandising and licensed products, travel services, and event registration/participation fees. A.S.O. serves a diversified customer base including 25 million spectators annually, 500,000+ mass-event participants, professional athletes and teams, corporate sponsors, and global broadcasters. Specific pricing and revenue figures are not publicly disclosed.

Name

Amaury Sport Organisation (A.S.O)

Legal name

Amaury Sport Organisation (A.S.O.)

Website

https://aso.fr

Company type

Private

Founded year

1992

Operating status

Operating

Headcount range

251–500 employees

Short description

Amaury Sport Organisation (A.S.O.) is a French sports event organizer that owns and operates the Tour de France, Dakar Rally, La Vuelta, and 100+ other international sporting events across 36 countries, reaching 25 million spectators and broadcasting to 190 countries.

Ownership category

akta.pro rank

Product category

Sports Event Organization

NAICS

Spectator Sports (7112), Promoters of Performing Arts, Sports, and Similar Events (7113), Promoters of Performing Arts, Sports, and Similar Events without Facilities (71132), Other Spectator Sports (711219)

SIC

Services-Racing, Including Track Operation (7948), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Professional Tour & Circuit Operators (MPAKADAA)

akta.pro secondary industries

Motorsports Series & Championships (Sanctioned Racing Calendars) (MPAKAGAA), Triathlon & Multisport Events (Triathlon, Duathlon, Aquathlon) (MPAKAIAB), Cycling Events (Road Races, Gran Fondos, Sportives) (MPAKAIAC)

Keywords

• Sports event organization
• Cycling race management
• Motorsport event promotion
• Mass participation events
• Broadcast media rights

Headquarters

HQ city

Moulineaux

HQ country

France

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Event Organization and Broadcasting Rights: A.S.O. generates revenue through organizing international sporting events and selling broadcasting/media rights. The Tour de France and Dakar Rally are flagship events with extensive global TV coverage.
2. Sponsorship and Partnerships: Corporate sponsors and partners fund events in exchange for branding, hospitality, and marketing rights associated with A.S.O.'s prestigious sporting properties.
3. Merchandising and Licensed Products: Event stores and worldwide licenses generate revenue from fans who purchase official merchandise. 25 million spectators attend A.S.O. events annually.
4. Travel Services (Voyage Sport Organisation): V.S.O. provides travel agency services for Dakar Rally and Tour de France, including flights, accommodation, and road transfers for competitors and fans.
5. Event Registration and Participation Fees: Mass events charge participation fees for runners, cyclists, and other athletes. The time to platform handles registrations for various events.

Go-to-market motion1 record

Distribution channels5 records

Marketing channels5 records

Core offering

A.S.O. owns, designs, and organizes top international sporting events specializing in 'non-stadia' competitions across five disciplines: cycling (Tour de France, La Vuelta, Paris-Roubaix, Liège-Bastogne-Liège), motor sports (Dakar Rally, World Rally-Raid Championship), mass events (Schneider Electric Marathon de Paris), sailing, and golf (Lacoste Ladies Open de France). The company operates 250 competition days per year, delivering 100 events in 36 countries, and provides in-house media production, broadcast distribution to 190 countries, sponsorship sales, merchandising, and travel services.

Product overview

Amaury Sport Organisation (A.S.O.) is a sports event organizer offering a portfolio of major international sporting events rather than a unified software product. The company organizes approximately 100 events across 36 countries, operating 250 days of competition annually. Its portfolio spans five sports disciplines: cycling (including the Tour de France, La Vuelta, Paris-Roubaix, Liège-Bastogne-Liège, and various stage races), motor sports (Dakar Rally and World Rally-Raid Championship), mass events (Schneider Electric Marathon de Paris, running events, cycling cyclosportives), golf (Lacoste Ladies Open de France), and sailing (production/distribution of race imagery). Supporting services include the time to registration platform for event sign-ups and Voyage Sport Organisation for travel logistics.

Differentiator

Problem solved

Functional benefit

Brands

• L'Étape by le Tour de France: A series of amateur cycling events that allow participants to experience the Tour de France route.
• time to
• Voyages Sport Organisation (V.S.O.)
• World Rally-Raid Championship (W2RC)
• Avenir à Vélo
• L'Avenir à Vélo

Products and services

• Tour de France The flagship cycling stage race organized by A.S.O., one of the most prestigious and internationally followed sporting events in the world, with global broadcast distribution.
• Tour de France Femmes avec Zwift Women's edition of the Tour de France launched in 2022, featuring elite female cyclists competing across multiple stages.
• La Vuelta One of cycling's three Grand Tours, organized by A.S.O.'s Spanish subsidiary Unipublic.
• Paris-Roubaix Prestigious cycling one-day classic featuring the legendary cobblestone sectors of northern France, organized for both men's and women's competitions.
• Liège-Bastogne-Liège One of cycling's oldest one-day monuments, held in the Ardennes region of Belgium for both men's and women's editions.
• Dakar Rally The world's largest rally-raid event, currently held in Saudi Arabia with broadcast distribution reaching 190 countries across 5 continents.
• World Rally-Raid Championship (W2RC) FIA and FIM sanctioned World Rally-Raid Championship promoted by A.S.O. since 2022.
• Schneider Electric Marathon de Paris Leading marathon event in France and one of the premier mass participation running events organized by A.S.O.
• Lacoste Ladies Open de France Premier women's golf tournament in France held at Golf Barrière Deauville.
• Roc d'Azur CIC The world's largest mountain biking event, featuring various disciplines including VTT, gravel, and road cycling.
• time to A.S.O.'s proprietary registration platform serving both elite athletes and amateur participants, handling event sign-ups, information, and preparation for mass events.
• Voyage Sport Organisation (V.S.O.) Official travel agency of the A.S.O. Group providing logistics including flights, accommodation, and road transfers for competitors and fans of Dakar Rally and Tour de France.

Named customers2 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Hero MotoCorp / Hero MotoSportscoreStrategic or Co-development Partner · 22 June 2026Hero MotoSports Team Rally, the rally division of Hero MotoCorp, renewed its 5-year partnership with A.S.O. for the Dakar Rally. Partnership began in 2016 and has produced multiple podium finishes. A.S.O. organizes the Dakar Rally as the world's premier rally-raid event.
• Peter Auto GroupminorStrategic or Co-development PartnerA.S.O. is associated with Peter Auto group, specialized in organizing vintage automobile events including Tour Auto Optic 2000 and Le Mans Classic.
• UnipubliccoreOthersSubsidiary of A.S.O. based in Spain. Operates La Vuelta cycling race among other events.
• A.S.O. GermanycoreOthersSubsidiary of A.S.O. operating cycling events in Germany including the Deutschland Tour.
• A.S.O. UKcoreOthersSubsidiary of A.S.O. based in UK. Operates Human Race events including Manchester Marathon and Royal Windsor Triathlon.
• Voyage Sport Organisation (V.S.O.)coreOthersOfficial travel agency of A.S.O. Group for over 20 years. Provides logistics including flights, accommodation, and road transfers for Dakar Rally and Tour de France competitors and fans.
• Amaury GroupcoreOthersParent company of A.S.O. Media and sports group that owns L'Équipe newspaper. A.S.O. is a subsidiary of Amaury Group.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Infront Sports & Media: Sports marketing and event management company handling media rights, sponsorship sales, and event operations for multiple sports properties. Comparable as a strategic services peer supporting event commercialization at scale.
• IMG (TKO Group): Global sports and entertainment agency producing events, managing rights, and representing athletes. Comparable diversified sports event/marketing business with shared client base of federations, brands, and broadcasters.
• World Athletics: Governing body and organizer of World Athletics Championships, World Marathon Majors, and road running events. Comparable event portfolio and rights-holder model to A.S.O.'s mass running events, with shared dependence on broadcast and sponsorship revenue.
• Lagardère Sports: Sports marketing and event management arm of Lagardère group with rights distribution, sponsorship, and event operations across multiple sports. Adjacent comparable in the French/European sports event commercialization ecosystem.
• Formula One Group: Owner of Formula 1 commercial rights (Liberty Media subsidiary). Comparable global motorsport property with similar revenue mix (broadcast rights, race promotion fees, sponsorships) and event-driven business model.

Direct peers

• IRONMAN Group: Mass participation triathlon, running, and cycling event organizer. Direct peer to A.S.O.'s mass events division (Human Race, Marathon de Paris, L'Étape), competing for the same amateur endurance participants and sponsor relationships.
• RCS Sport: Organizer of the Giro d'Italia and other major cycling events. Direct peer as the other major European cycling Grand Tour and mass event organizer with comparable business model around media rights, sponsorship, and mass participation.
• Dorna Sports: Commercial rights holder and promoter of MotoGP and other motorsport championships. Direct peer given A.S.O.'s W2RC motorsport promoter role and shared reliance on broadcast rights, manufacturer sponsorships, and global event calendars.

Regional players

• World Triathlon: Governing body for triathlon organizing World Triathlon Championship Series. Comparable in triathlon event operation and mass participation; serves as both a regulator and a peer in promoting triathlon-based mass events.

Others

• Union Cycliste Internationale (UCI): Cycling's global governing body and organizer of UCI World Championships and WorldTour. Functions as a counterparty/regulator to A.S.O.'s cycling events rather than a competitor, but closely linked through the same ecosystem of teams, sponsors, and broadcasters.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/aso
• LinkedInlinkedin.com/company/a-s-o-

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Amaury Sport Organisation (A.S.O)