Bostik Becomes Official Partner of Tour de France
PARIS – Bostik, a leading global adhesive specialist for construction, consumer and industrial markets, is now an official partner of the Tour de France.
The new sponsorship agreement upgrades the firm’s previous participation with the iconic cycling event 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.
This year’s event – the 104th time the race has been held – will take place from July 1-23, starting with the Grand Départ from Düsseldorf, Germany. The 3,540 kilometer route will also visit Belgium and Luxembourg. The pelaton of 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 July 23.
The race will be broadcast to an estimated audience of 2 billion TV viewers and 10 to 12 million spectators are expected to line the route. In addition, the Tour de France official website will attract 36 million visitors during the event while an additional 6 million fans will follow the race’s social-media accounts.
“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,” said Vincent Legros, Bostik Chairman/CEO, “This new agreement will enable us to both increase our brand visibility and demonstrate our performance over each of the 21 stages.”
Using a promotional theme of ‘The Gecko Sticks Everywhere’, the new partnership will leverage:
- Four new Bostik-branded vehicles in the famous ‘Publicity Caravan’ which will precede the peloton on each stage and will distribute over 500,000 gifts and rebate coupons worth a total of €500,000 to spectators.
- High brand visibility along the route – particularly in the closing 30 kilometres of each stage.
- Branded warning signs on each stage to safeguard riders at dangerous turns.
- Branded self-adhesive information guides available to all riders for each stage.
- Interactive gaming with the first Facebook Messenger Treasure Hunt available at: http://m.me/Letour or www.facebook.com/LeTour.
- Online presence on www.letour.com and social media accounts including Twitter (#BostikTDF), Facebook (BostikSmartAdhesives) and Instagram.
- Corporate hospitality opportunities for more than 550 invited guests.
In addition to marketing opportunities at the event, the sponsorship will be leveraged internationally through in-store and product promotions during the summer months.
Bostik is a leading global adhesive specialist in construction, consumer and industrial markets. With annual sales of €1.95 billion, the company employs 6,000 people and has a presence in more than 50 countries, including its U.S. operations headquartered in Wauwatosa, Wis.
Bostik is part of Arkema, a leading specialty chemicals and advanced materials company with headquarters in Columbes, France. Reporting annual sales of €7.5 billion in 2016, the firm employs approximately 19,000 people worldwide and operate in close to 50 countries.
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