Bostik Inc. (Wauwatosa, Wis.) has upgraded its sponsorship level from official supplier to official partner of the Tour de France, a 21-stage cycling competition.
The partnership includes four Bostik-branded vehicles in the publicity caravan that precedes the main group of competitors, high brand visibility along each route, branded warning signs and branded self-adhesive information guides available to riders, among other brand spotlights.
“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 CEO and Chairman Vincent Legros. “This new agreement will enable us to both increase our brand visibility and demonstrate our performance over each of the 21 stages.”
