Bostik Sticks To The Tour De France

Adhesive specialist, Bostik has renewed its sponsorship of the Tour de France cycling event. As an official supplier to this year's race, the company will use its sponsorship as a platform to promote its brands and activities to a global audience.

The 2016 race is the 103rd time the event has been held and began on July 2nd with winners crossing the finishing lin on the Champs-Élysées in Paris, France on 24 July 24ht.

Speaking in advance of the event, Bostik Chairman & Chief Executive Officer, Mr Bernard Pinatel, said: "The globalisation of the Bostik brand remains a central part of our growth strategy and this sponsorship provides a unique opportunity to reach both new and existing audiences around the world."

Over 12 million spectators are expected to line the route of Tour de France 2016 across four countries. The race will be broadcast to TV audiences in 190 countries and will generate an estimated 3.5 billion views globally.

Four branded vehicles, which feature the Bostik gecko, will participate in the highly anticipated Tour de France 'Publicity Caravan' which precedes the peloton on each stage. 450,000 Bostik gifts and giveaways  will be on offer as well over €500,000 in coupons..

A series of marketing and promotional activities will take place to coincide with the firm's sponsorship of the race. These include an outdoor advertising campaign in two prominent locations on Paris' 'peripherique' highway, one of the Europe's busiest transit routes which is travelled by an estimated 2 million vehicles daily. The firm recently unveiled an eye-catching  250 square meter billboard at Porte de la Chapelle while similar advertising will be placed on France's largest billboard covering 650 square meters in Porte de St Ouen in July. Bostik's sponsorship will also be leveraged internationally through in-store and product promotions, competitions and customer events taking place over the summer.