Bostik has extended and upgraded its sponsorship of cycling’s preeminent road race, the Tour de France, for a further two years.
The Arkema-owned adhesives brand will step up from its previous role as an official supplier to become an official partner of the three-week multi-stage tour. The revised agreement will increase its brand visibility during the race, particularly in the closing 30 kilometres of each stage, as well as continuing to exclusively supply event organisers with smart adhesives.
In addition, four new Bostik-branded vehicles have been added to the 'Publicity Caravan', which precedes the peloton on each stage. The cars will distribute over 500,000 gifts and coupons to the roadside spectators.
"We are very pleased to reinforce our association with the Tour de France, which remains among the world's top three most popular sporting events," said Vincent Legros, Bostik’s chairman and chief executive. "This new agreement will enable us to both increase our brand visibility and demonstrate our performance over each of the 21 stages."
The 2017 Tour de France will take place from 1st to 23rd July. The 104th edition of the historic race starts with the Grand Départ from Düsseldorf in Germany and spans 3,540 kilometres of road across 21 states.
Three-time winner Chris Froome is this year’s favourite, with Columbian climbing sensation Nairo Quintana and Froome’s former Team Sky teammate Richie Porte expected to be the Briton’s closet challengers for the maillot jaune.