French gaming operator Francaise des Jeux (FDJ) has become an official sponsor of the Tour de France for the first time as the 2017 edition of cycling’s ‘Grand Tour’ event prepares to launch on Saturday.
FDJ has a long history of supporting cycling and this year celebrates its 20th anniversary as title sponsor of the eponymous WorldTour team.
FDJ also backs a women’s outfit and is a major partner of women’s cycling event La Course by Le Tour de France.
Under the new deal, FDJ will become the “official luck supplier” of the Tour de France for its 2017 and 2018 editions. Specific activations will be deployed at the start and finish areas of each stage.
FDJ will also have a major presence in the Tour’s Publicity Caravan, which travels ahead of the peloton on each stage. FDJ will distribute 500,000 gifts to fans at the roadside as the Caravan makes its journey.
Earlier this week adhesive products manufacturer Bostik upgraded its partnership with the Tour de France under a new two-year deal.
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 Saturday and runs through to July 23.