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Tour de France: new platform for brand partnerships in the UK

Dragon Ride LEtape Wales - Human Race

2019 will be the first time that Amaury Sports Organisation (A.S.O.), owner of the Tour de France, has enabled geo-localised sponsor partnerships on a country level. This means that brands now have the opportunity to associate with Tour de France on a UK only basis.

Additionally, there will be a UK based opportunity to activate, a mass participation sportive event celebrating Le Tour… L’Etape UK by Le Tour de France.

A.S.O notes that this will be a significant event and a media platform that will enable UK brands to become part of the unique 115-year-old Tour de France story.

L’Etape UK by Tour de France will be delivered by the UK subsidiary of A.S.O; Human Race (one of the leading mass participation event businesses in country). The event will take place on Bastille Day (14th July) during Le Tour in the cycling roads of the Chilterns – just north of London.

3,000 amateur riders of all abilities are expected 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.

Human Race notes that, due to the success of Wiggins, Cavendish, Froome and Thomas, the British public have embraced the Tour de France like never before. ‘It truly has a special place in the hearts of cycling and sports lovers throughout Britain, proven by some amazing figures rivalled only by the Football World Cup and Olympics.’

  • A notable 91% awareness across the population.
  • 31% of the British population are reported to be interested in Tour de France.
  • 4.8 million fans watched Le Grand Depart when it was in Yorkshire and London in 2014.
  • 28 million fans from the UK watch the event through various media sources: ITV4, Eurosport as well as A.S.O. owned channels.
  • Nearly 1 million followers on social media.

The UK strategy for Tour de France will be based around the L’Etape UK event as well as data, media and communication platforms that seek to ‘harness the power of Tour de France to enable brands to build relevant messages’. A.S.O adds that this will provide months of value and the ability to become part of the biggest annual global sporting event through the month of July.

Human Race is billed as the UK’s leading mass participation events company, putting on over 15 events each year in triathlon, cycling, running and duathlon. Part of Amaury Sport Organisation (A.S.O.), owner of The Tour de France and the leader in the French running and sportive market, Human Race’s portfolio includes: the Royal Windsor Triathlon, Dragon Ride, the Cancer Research UK London Winter Run and the ASICS Greater Manchester Marathon. The company also specialises in delivering bespoke corporate events, working with businesses such as JLL.

Human Race’s events bring together an active community of people taking part in sporting events for reasons ranging from fitness, competition, charity, health, fun or to simply finish. ‘The participants vary from nervous first timers of all ages through to World Champions. Collectively, the events raise millions of pounds for hundreds of charities.’




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