“Sports are a natural fit with us”: Kahoot!’s Craig Narveson on crafting engaging educational content with Tour de France

Craig, to kick us off, could you just give our readers a quick re-cap on Kahoot! and the focus of the business?
Kahoot! is a global learning and engagement platform used by millions of people across classrooms, workplaces and homes. Our mission is to make learning awesome – whether that’s learning new concepts in school, training employees or exploring a new interest.

We create learning experiences that are playful, social, and impactful. From gamified quizzes and interactive presentations to learning adventures with leading global brands, Kahoot! makes knowledge accessible and fun for all ages.

You have recently announced a partnership with the Tour de France and Tour de France Femmes avec Zwift. What attracted Kahoot! to these brands?
The Tour de France and Tour de France Femmes avec Zwift are among the most iconic and celebrated sporting events in the world, with a global, multigenerational fan base. Their rich history, passionate communities, and commitment to excellence align perfectly with our goals at Kahoot!.

We saw a unique opportunity to connect fans to the stories, athletes, and legacy of the Tour in a playful, engaging, and educational way. This partnership allows us to create experiences that go beyond traditional fandom – inviting people to learn more about the sport, the science behind cycling, the history and culture that surrounds it – and of course cycling safety for the youngest learners.

I believe that you will be running live Kahoot! sessions on site at the Tour de France fan sites. Can you tell us how these will work and what the attraction is of bringing Kahoot! to life in this way?
Yes, we’re excited to be bringing Kahoot! to life at fan zones throughout the Tour. Visitors can take part in live sessions hosted on-site – joining fun, fast-paced experiences about the Tour’s history, trivia and more, using their mobile devices. It’s a way to bring people together for a shared, interactive experience, whether they’re lifelong cycling fans or new to the sport. These live activations create moments of connection and discovery, which are at the heart of what Kahoot! is all about.

How do you identify relevant and engaging content that you can use from partners like the Tour de France?
We begin by seeking content that sparks curiosity – stories, facts, or visuals that fans may not already know but would love to learn. With the Tour de France, we collaborated closely with the Amaury Sport Organisation, organiser for the Tour de France, to curate content that spans historical milestones, athlete achievements, sustainability efforts – and even the cultural landmarks along the route. We prioritise content that’s visual, emotionally resonant and lends itself to a question-and-answer format that’s both fun and informative.

Design-wise, can you tell us how you ‘on board’ a new brand?
Onboarding a new brand on Kahoot! is about creating a seamless blend between our playful, intuitive platform and the partner’s unique brand identity. We start by immersing ourselves in the partner’s visual language, tone and values. Our design team works closely with theirs to ensure the final experience feels both authentically Kahoot! and true to the partner brand.

Whether it’s incorporating iconic imagery, colors, or learning content, we design every element to be engaging, on-brand, and instantly recognisable – while maintaining the fun and accessibility that Kahoot! is known for.

“We look for partners who are passionate about sharing knowledge, sparking curiosity and reaching people in new ways.”

Do you have plans to expand your presence further in the sports world?
Absolutely. Sports are a natural fit for Kahoot! – they’re built on storytelling, community and passion, which are all elements we can amplify through interactive learning. We tailor our approach based on the brand’s audience, goals and tone. Some may want to engage younger fans with educational content, while others may focus on sponsor activations or community outreach. Our model is flexible by design.

How would you describe a ‘perfect partnership’ for Kahoot!?
A perfect partnership is one where both sides are aligned in mission and excited to co-create something meaningful. At Kahoot!, we look for partners who are passionate about sharing knowledge, sparking curiosity and reaching people in new ways.

The best collaborations bring together strong content, creative energy and a shared commitment for positive impact. When we can deliver real value to audiences – and have fun doing it – that’s the sweet spot.

If brand owners are reading this who are interested in working with you, how do they make themselves Kahoot! ready ?
Great question! Start by thinking about your stories – what do you want people to learn, remember or feel about your brand? Next, consider your audience: are you aiming to engage kids, families, educators, professionals or simply brand fans? Then reach out to us with an open mind and a bit of imagination. We’ll guide you through the creative and technical process, making it simple to bring your brand to life through Kahoot!.

Whether you’re planning a global campaign, a live event, or creating evergreen content, we’re always excited to explore new possibilities. We’re passionate about delivering unforgettable experiences to brands and their audiences. If your brand is interested in engaging millions of customers through interactive experiences, feel free to reach out to [email protected] today and we’ll be more than happy to connect with you.

Terrific! Thanks Craig.