Online travel company Lastminute.com has been named as the official travel partner to cycling’s Tour de France through a three-year agreement with race organizer Amaury Sports Organization (ASO).
The deal also includes the women’s Tour de France, the men’s and women’s versions of the Paris-Roubaix one-day professional road cycling race, and the L’Etape du Tour de France for non-professional riders.
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To mark the partnership, Lastminute.com will launch a digital campaign, which will provide tips and advice on the race experience and destinations.
Its brand will also feature on bibs and at race stages.
The men’s Tour de France kicks off on July 1, with the women’s to begin on July 24.
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Fabio Cannavale, chief executive at Lastminute.com, said: “While professional cyclists might fly past in seconds, for spectators the memories of being there and the buzz of a live sporting event last a lifetime.
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By GlobalData“It’s a great and immersive experience which is why we’re so excited about being the official travel partner of the Tour de France. Together we can promote the extraordinary spirit of epic sport, discovery, and travel.”
Yann Le Moenner, chief executive at ASO, added: “Every cycling fan has a great desire to explore the settings in which its champions ride. It is therefore only natural that the online travel sector’s European leader would join us in the great open-air visit that cycling offers.”
Other Tour partners include Continental, Eurovision, Vittel, Santini, Orange, and Tissot.
