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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.