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Vittel refreshes Tour de France deal

Mineral water brand Vittel has struck a five-year extension to its partnership with ‘Grand Tour’ cycling event the Tour de France.

Vittel, part of the Nestlé Waters group, has partnered with the Tour since 2008 and its new deal spans the five editions between 2019 and 2023.

As part of the agreement, Vittel will continue to provide its products to the Tour de France peloton while it retains a prominent position in the event’s publicity caravan, which travels through each stage before the riders arrive. Vittel distributed around one million bottles of water to fans during this year’s Tour.

Christian Prudhomme, director of the Tour de France, said: “There is a common point between a sport as demanding as professional cycling and the essential element for the good functioning of every human being: water.

“Vittel occupies a major place in the big party of July that is the Tour de France: with the public first, thanks to its publicity caravan, refreshing the 10 to 12 million spectators massed on the course. And then with the riders, so they do not miss out on water throughout the 3,500 kilometres of the ‘Grande Boucle’.”