Tour de France
AG2R La Mondiale to race with Eddy Merckx
French UCI World Tour cycling team AG2R La Mondiale has agreed a two-season deal with bike manufacturer Belgian Cycling Factory
Vittel refreshes Tour de France deal
Mineral water brand Vittel has struck a five-year extension to its partnership with ‘Grand Tour’ cycling event the Tour de France.
Chinese cycling team aims to revolutionise sponsorship model
The project leader of a new Chinese cycling team wants to raise a bigger budget than the WorldTour’s Team Sky through a new investment model for sponsors.
Case Study: Dimension Data and the Tour de France
A good sponsorship creates value for both parties