Adhesives and sealants manufacturer Bostik has signed up as an official partner of the Tour de France. The new sponsorship agreement will run for the next two years.
The 2017 event, the 104th time the race has been held, started on Saturday (July 1) and runs for three weeks, finishing on the Champs-Élysées in Paris on 23rd July. The 3,540 kilometer route across 21 stages started in Dusseldorf, Germany and will also visit Belgium and Luxembourg.
The race will be broadcast to an estimated audience of 2 billion TV viewers and 10 to 12 million spectators are expected to line the route. In addition, the Tour de France official website will attract 36 million visitors during the event while an additional 6 million fans will follow the race’s social media accounts.
The promotional activity, with its theme of ‘The Gecko Sticks Everywhere’, will include:
Four new Bostik-branded vehicles in the famous ‘Publicity Caravan’ which will precede the peloton on each stage and will distribute over 500,000 gifts and rebate coupons worth a total of €500,000 to spectators
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
Interactive gaming and online presence on www.letour.com and social media accounts