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Bostik upgrades Tour de France partnership

Adhesive products manufacturer Bostik has upgraded its partnership with the Tour de France under a new two-year deal with the cycling ‘Grand Tour’ event.

Having served as an official supplier of the Tour in 2015 and 2016, Bostik will become an official partner from this year’s race, which commences in the German city of Düsseldorf on July 1 and runs through to July 23.

Using a promotional theme of ‘The Gecko Sticks Everywhere’, the new partnership will leverage four new Bostik-branded vehicles in the famous ‘Publicity Caravan’ which precedes the peloton on each stage. Bostik will distribute over 500,000 gifts and rebate coupons worth a total of €500,000 ($560,000) to spectators.

Bostik will also receive significant brand visibility along the route, particularly in the closing 30 kilometres of each stage. Branded warning signs on each stage will safeguard riders at dangerous turns, while branded self-adhesive information guides will be available to all competitors for each stage.

In addition to marketing opportunities at the event, the sponsorship will be leveraged internationally through in-store and product promotions during the summer months.

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