L'Étape Johor
Tour de France · Desaru Coast
The Tour de France IP wanted to land a flagship amateur race in Asia. The brief: launch L'Étape Johor as a credible, world-class cycling event in just 12 months — and grow it into a regional anchor.
Position Desaru Coast as the natural home of cycling in Asia: stunning route, premium destination, world-class event. Build the entire commercial, operational and broadcast story around that promise.
End-to-end delivery: route engineering, government and venue partnerships, sponsor packaging, hospitality programs, ride registration, broadcast and post-event content. We ran the full operation as the Malaysian licensee.
- 4,500+ riders across distance categories
- Government, brand and tourism partner integration
- Multi-camera live broadcast
- Year-round partner activation calendar
The 2nd biggest L'Étape race in the world by participation, with strong international rider draw and major brand and tourism uplift for the region.
Other stories from the field.
Spartan Race Malaysia
Brought the world's #1 obstacle race into Malaysia at JDT Stadium, Johor.
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Operated the 19th edition of the world championship across staging, broadcast and commercialization.
Tokyo Auto Salon Kuala Lumpur
Brought Japan's annual performance auto show to Malaysia as a multi-day cultural festival.
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