Bostik has signed up as an official partner of iconic cycling event, the Tour de France. The new sponsorship agreement upgrades the firm’s previous participation as an official supplier in 2015 and 2016 and will run for the next two years. The event will be used as a platform to communicate and promote the Bostik brand to a large global audience.
Bostik is using the theme of ‘The Gecko Sticks Everywhere’ to promote the brand throughout the whole route. This will including self-adhesive information guides available to all riders for each stage and branded warning signs on each stage to safeguard riders at dangerous turns.
Four new Bostik-branded vehicles in the famous ‘Publicity Caravan’ will precede the peloton on each stage and will distribute over 500,000 gifts and rebate coupons worth a total of £440,000 to spectators.
The 2017 event, the 104th time the race has been held, takes place from 1st-23rd July starting with the Grand Départ from Düsseldorf in Germany. The 3,540 kilometer route across 21 stages will also visit Belgium and Luxembourg. 198 riders from 22 competing teams will encounter some of the most challenging terrain in world cycling before crossing the finish line on the Champs-Élysées in Paris on 23rd July.
Bostik Chairman & Chief Executive Officer, Vincent Legros said “We are very pleased to reinforce our association with the Tour de France, which remains among the world’s top three most popular sporting events.”