Orangina, the soft drinks brand owned by Japanese drinks company Suntory, will serve as an official supplier of the prestigious annual Tour de France road cycling race for its next three editions.
through the tie-up, announced today (February 21), Orangina bottles will feature in publicity activity for the Tour de France. They will also be represented on two major stages of the race and one major stage of the Tour de France Femmes, the women's race.
Orangina will launch three limited edition cans for the event.
The brand joins the Tour de France as a fourth-tier official supplier alongside the likes of Waze, Yamaha, and Adecco. The top-tier main partners are LCL, E.Leclerc, Skoda, Continental, and Krys.
Yann Le Moënner, the general manager for Amaury Sport Organisation (ASO), the organizer of the Tour de France, said: “You can recognize a bottle of Orangina at first sight, or even in a blind test. Both the container and the drink inside it have become part of our collective psyche.
“It is hard to overlook its powerful synergies with the Tour de France, and the alliance between these two ‘monuments’ of French culture is only natural. We expect this to be a refreshing and bubbly relationship, of course.”
Arnaud Jobard, commercial director of Suntory Beverage & Food France, added: "With the Tour de France, Orangina reasserts its aspiration to come closer to consumers through emotion, through the love of French people for this event, which is part of our cultural and sporting heritage.
“For our retail clients, this is an incredible opportunity to drum up support for the brand at the point of sale."
Orangina first partnered with the Tour de France in 1954, sponsoring stage 4 from Rouen to Caen, in which the reigning champion Louison Bobet seized the overall lead.
This announcement comes after last week’s retention by NBC Sports of the broadcasting rights to the Tour de France in the US.
The sports division of the major US network announced a six-year contract extension with competition organizers ASO.