July 25, 2025
Accelerating interaction: how Sporza and Flemish start-up PimpMyCompany bring the Tour de France closer to viewers
During the Tour de France, Sporza, in collaboration with the start-up PimpMyCompany, experimented with new forms of live interaction. Through WhatsApp and integrated polls, viewers could make their voices heard, ask questions, and submit images. The result? A flood of reactions, striking visuals, and an audience that felt more connected to the coverage.
The collaboration is part of the Seeds and Growth innovation programme, which connects young entrepreneurs and production companies with established media partners like VRT. VRT is also a partner in the project, which guides start-ups and scale-ups through its accelerator VRT Sandbox. For PimpMyCompany, this was a unique opportunity to test their technology in a live broadcast, while Sporza could explore new ways of engaging with its audience.
Start-up PimpMyCompany: “As a Belgian company, it was especially important for us to collaborate with such an iconic player in the local media landscape. This project was all the more enriching thanks to the strong involvement of the VRT Sporza teams, who approached the initiative with enthusiasm and professionalism. The outcome exceeded our expectations: viewer engagement was remarkable, a testament to the loyalty and enthusiasm of the Sporza community. A valuable, human, and inspiring experience for our entire team!”
Although processing the many responses posed a challenge, the initial results are positive. Thanks to smart filters, the editorial team could quickly select relevant questions, and presenters received live input from the audience. The numbers speak for themselves: here were more than 45,000 responses, including over 30,000 submissions with questions for presenters Renaat and José, and more than 15,000 answers to the 'poll of the day'.
For Sporza commentator Renaat Schotte, the added value lay in the spontaneous nature and timing of the questions, which were not known to the presenters in advance. The production team determined the moment of display, creating a unique dynamic.
Polls during the Tour de France
Renaat Schotte, commentator Sporza: "In long and uninterrupted broadcasts like those of the Tour de France, such interaction definitely has its place. And it’s accessible to anyone who is digitally engaged. The questions that stood out most to me were personal ones directed at José and myself. Even a question about my lunch managed to captivate the audience — that still amazes me."
The collaboration illustrates the importance of partnerships between media players like VRT and innovative start-ups. The technology from PimpMyCompany, combined with Sporza’s live reporting, not only increases audience engagement but also enhances editorial agility. The project is a great example of the impact of the Seeds and Growth for Media programme: it accelerates innovation, fosters cross-pollination between companies, and creates a richer, more interactive media experience. It brings technology and storytelling closer together — and most importantly, closer to the audience.
