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Buxton in the saddle for Tour de France’s Grand Départ

Nestlé Waters’ Buxton brand has reached an agreement to sponsor the first three stages of this year’s Tour de France.

The opening stages of the iconic road cycling event are to take place in the UK – the first time Le Tour will run in the country for seven years.

Buxton’s sponsorship is targeting the 25-45 year-old demographic under a deal that extends its 2014 consumer engagement campaign “Naturally Pumped Up”.

Le Grand Départ in Leeds on July 5 launches the 2014 Tour de France, with Buxton supporting the peloton across 548km to the stage three finish line in Trafalgar Square, London.