Bostik has signed up as an official partner of the Tour de France. The 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.

The event

 started on July 1 from Düsseldorf, Germany, the 3,540 kilometer route across 21 stages will visit Belgium and Luxembourg before crossing the finishing 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 10-12 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.

Using a promotional theme of ‘The Gecko Sticks Everywhere’ four Bostik-branded vehicles in the famous ‘Publicity Caravan’ will precede the peloton on each stage and distribute over 500,000 gifts and rebate coupons worth a total of €500,000 to spectators.

High brand visibility will feature along the route, particularly in the closing 30 kilometres of each stage and include branded warning signs on each stage to safeguard riders at dangerous turns; plus interactive gaming and online presence on www.letour.com and 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 Bostik chairman and chief executive Vincent Legros. “This new agreement will enable us to both increase our brand visibility and demonstrate our performance over each of the 21 stages.”