The Hauts-de-Seine administrative region in France has entered into a three-year sponsorship deal with road cycling’s iconic Tour de France race.
The Paris-centred region, in which the final stage of this year’s Tour will run, has now become a partner of the Tour’s 2022, 2023, and 2024 editions through an agreement with race organizer Amaury Sports Organization (ASO).
The partnership will entail Hauts-de-Seine putting its branding and logo on the yellow jersey, which every race day is allocated to the team that has put in the best performance that specific day.
The region’s department will also put on prizes and other activations for fans during the Tour.
The final stage of the 2022 Tour de France, with the overall race set to begin on July 1, will start in the Paris La Defense Arena, in Hauts-de-Seine.
Christian Prudhomme, director of the Tour de France, said: “The history of the Tour is intertwined with the Hauts-de-Seine department … I am already looking forward to going to Paris La Défense Arena, in Nanterre, for the start of the final stage of the 2022 Tour de France.”
Georges Siffredi, president of the Hauts-de-Seine department: “This partnership is fully in line with our aspirations and commitment to sport and young people across our department.”
In early March, online travel company Lastminute.com was named as the Tour’s official travel partner, through a three-year agreement with 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.
To mark the partnership, Lastminute.com will launch a digital campaign, which will provide tips and advice on the race experience and destinations.
Other Tour partners, meanwhile, include Continental, Eurovision, Vittel, Santini, Orange, and Tissot.