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PowerBar stays in the saddle with Tour de France

Sports nutrition brand PowerBar has extended its partnership with cycling race the Tour de France through 2018.

Under the terms of the deal, PowerBar is designated as the exclusive official energy bar, gel and sports drink of the Tour, which is operated by the Amaury Sports Organisation.

This year marks the 10th anniversary of PowerBar’s initial involvement with the Tour de France, and a commemorative PowerBar Tour de France consumer sweepstake and online content programme will be launched in April to mark this summer’s edition.

During the 2014 Tour de France, PowerBar feed zones will be stationed throughout the course to aid riders during all stages. The company will also present the stage winners throughout the race.