This study uses Google Trends data to analyze the impact of the main events in the Tour de France 2019 on cyclists’ online popularity in 12 countries and at a global scale. A fixed effects panel model revealed a strong own-country preference. While online popularity increased with the duration of the Tour, race incidents strongly influenced online popularity. Besides the yellow jersey, winning a stage was more important than wearing the green, white or polka dot jersey for most regions. Still, on a global scale, young cyclists’ online popularity benefited more from wearing the white jersey than from winning a Tour stage.