Tour de France partnership sticking together for 2017 race

Cycling super event the Tour de France has again signed up with Bostik as an official partner of this year’s event.

The new sponsorship agreement upgrades the firm’s previous participation as an official supplier in 2015 and 2016 and will run for the next two years. The event will be used as a platform to communicate and promote the Bostik brand to a large global audience.

Using a promotional theme of ‘The Gecko Sticks Everywhere’, the new partnership will leverage four new Bostik-branded vehicles in the famous ‘Publicity Caravan’, high brand visibility along the route – particularly in the closing thirty kilometres of each stage, branded warning signs on each stage to safeguard riders at dangerous turns, branded self-adhesive information guides available to all riders for each stage and interactive gaming and online presence on and social media accounts.

Vincent Legros, Bostik chairman & chief executive officer, said: “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.” He continued, “This new agreement will enable us to both increase our brand visibility and demonstrate our performance over each of the 21 stages.”