Tour de France owner Amaury Sports Organisation (A.S.O.) has announced the launch of geo-localised partnerships on a country level, giving brands the chance to associate with the Tour de France on a UK-only basis from 2019.
In addition, the rightsholder has revealed plans to run a first-ever UK mass participation sportive alongside road cycling's blue ribband event, which will be called L’Etape UK by Le Tour de France.
L’Etape UK by Tour de France will be delivered by the UK subsidiary of A.S.O, Human Race, and will take place on Bastille Day, July 14th, on roads in the Chilterns outside London.
The event will give 3,000 amateurs of all abilities the chance to take part, while thousands of friends and family will also be able to enjoy the Official Tour de France Fan Park with giant screens showing Le Tour, a festival atmosphere and fun cycling activities at Penn House Estate in St Albans.
A.S.O. claims that the Tour de France is second only to the FIFA World Cup in the affections of the British public, with 91% awareness and 28 million broadcast viewers.
Its offer to UK brand partners is to be based around the L’Etape UK event as well as data, media and communication platforms that harness the power of Tour de France to enable brands to build relevant messages.