Published on June 30, 2016
Adhesives specialist will be an official supplier of the 103rd edition of the iconic cycling event with numerous marketing and customer events planned to boost company visibility
Bostik, a leading global adhesive specialist for construction, consumer and industrial markets, today announced that it 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 will take place from 2-24 July. Starting in Mont Saint-Michel in France, the route is comprised of 21 stages and covers a distance of over 3,500km across France, Spain, Switzerland and Andorra. Riders from the 22 competing teams will encounter some of the most challenging conditions in world cycling before crossing the finish line on the Champs-Élysées in Paris, France on 24 July.
Speaking in advance of the event, Bostik Chairman & Chief Executive Officer, Mr Bernard Pinatel, said “We are very pleased to again play a part in this year’s Tour de France, which continues to be one of the world’s most iconic and popular sporting events.” He continued, “The globalization 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. This year, spectators along the route will be treated to 450,000 Bostik gifts and giveaways as well over €500,000 in coupons while they await the riders.
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.
About Bostik, an Arkema company
Bostik is a leading global adhesive specialist in construction, consumer and industrial markets. For more than a century, it has been developing innovative adhesive solutions that are smarter and more adaptive to the forces that shape daily lives. From cradle to grave, from home to office, Bostik’s smart adhesives can be found everywhere. With annual sales of €1.6 billion, the company employs 4,800 people and has a presence in more than 50 countries. For the latest information, visit www.bostik.com.
A designer of materials and innovative solutions, Arkema shapes materials and creates new uses that accelerate customer performance. Our balanced business portfolio spans high-performance materials, industrial specialties and coating solutions. Our globally recognized brands are ranked among the leaders in the markets we serve. Reporting annual sales of €7.7 billion in 2015, we employ approximately 19,000 people worldwide and operate in close to 50 countries. We are committed to active engagement with all our stakeholders. Our research centers in North America, France and Asia concentrate on advances in bio-based products, new energies, water management, electronic solutions, lightweight materials and design, home efficiency and insulation. For the latest, visit www.arkema.com.