Continental continues as top-tier sponsor of Tour de France

Egan Bernal of Colombia competes on the Champs-Elysees avenue during the Paris Champs-Elysees stage of the 2019 Tour de France (Photo by Mustafa Yalcin/Anadolu Agency via Getty Images)

The Amaury Sport Organisation (ASO), organisers of the Tour de France, has secured an extension to tyre company Continental’s sponsorship of the event.

The company first became a sponsor of the tour in 2017, before upgrading its deal in 2019 to include branding rights to the awarding of each stage winner within the race.

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