ASO opens up localised Tour de France sponsorship

Amaury Sports Organisation, owner of the Tour de France, has opened up new geo-localised sponsorship opportunities for the cycling ‘Grand Tour’.

This year will be the first time ASO has engaged in such a venture with its subsidiary Human Race, a mass participation events company, set to manage agreements in the UK.

Additionally, there will be a UK-based opportunity to activate around a mass participation sportive event celebrating the Tour entitled L’Etape UK by Tour de France.

L’Etape UK by Tour de France will be delivered by Human Race. It will take place on July 14, Bastille Day in France, taking in the roads of the Chilterns, just north of London. An official Tour de France fan park will also be established at Penn House Estate in St Albans.

Human Race said the UK strategy for the Tour de France will be based around the L’Etape UK event as well as data, media and communication platforms that harness the power of the Tour to enable brands to build relevant messages.

Most recent

Wolverhampton Wanderers has secured a significant increase in the value of its front-of-shirt rights, after striking a new deal with Asian-facing gambling platform ManBetX.

PepsiCo's Gatorade sports drink brand will pay a fee in the low hundred thousands of euros to sponsor LaLiga in four Central American countries, according to industry sources

Brazil’s club football sponsorship market is in freefall following the loss of state-owned bank Caixa Econômica Federal – the biggest spender of the last decade.

Alibaba chief executive Jack Ma and Uefa president Aleksander Čeferin were the main movers behind the eight-year deal between Uefa and electronic payments brand Alipay, SportBusiness Sponsorship has learned.