Bostik, the specialty adhesives business line of Arkema, will be the official partner for smart adhesives at the iconic cycling event. Now in its fourth year of sponsorship, Bostik will use the competition to boost brand visibility around the world.
Bostik, a leading global adhesive specialist for consumer, construction and industrial markets, today announced that it will be the official partner for smart adhesives at this year’s Tour de France. 2018 will be its fourth year of association with the event and the sponsorship will be used as a platform to promote the Bostik brand to a global audience.
The 2018 race will be the 105th time the race has been held and will take place on 7-29 July. Starting in Noirmoutier-en-l’Îlle in France, the route will cover 21 stages over a total distance of 3,329 kilometers. 176 riders from 22 teams will encounter some of the most challenging terrain in world cycling before crossing the finish line on the Champs-Élysées in Paris on 29 July.
Speaking in advance of the event, Bostik Chairman & Chief Executive Officer, Vincent Legros, said, “We are very pleased to progress our association with the Tour de France which remains one of the world’s most iconic and closely followed sporting spectacles. Globalizing the Bostik brand remains a strategic priority and the event provides a unique opportunity to reach both new and existing audiences around the world.”
An estimated 22,000 hours of TV coverage are expected to be dedicated to the event with approximately 100 channels broadcasting in 190 different countries. In addition, it is anticipated that the Tour de France official website will attract 16 million unique visitors during the month of July while 6.5 million fans will follow the race’s social media accounts. Between 10 and 12 million spectators are expected to line the route where they will see specially-commissioned Bostik promotional vehicles participating in the famous ‘Publicity Caravan’ which precedes the peloton on each stage.
As part of its sponsorship, Bostik will leverage a range of promotional opportunities including high visibility branding along the route, placement in the Tour’s online and offline publications, corporate hospitality events and in-store special offers, point of sale displays and competitions in international markets.
About Bostik, an Arkema company
Bostik, a subsidiary of the Arkema Group and a global player in specialty adhesives for the construction, consumer and industrial markets, develops innovative and multifunctional sealing and bonding solutions that have been shaping our daily lives for over 130 years. With an annual sales of 2.1 billion euros in 2019 and a presence in more than 40 countries 6,000 employees, the company is committed to meeting the major ecological, energy and technological challenges through its innovations. It is focused on continuous improvement and operational excellence to meet the expectations of its customers and partners. www.bostik.com
Building on its unique set of expertise in materials science, Arkema offers a world-leading technology portfolio to address ever-growing demand for new and sustainable materials. With the ambition to become in 2024 a pure player in Specialty Materials, the Group is structured into three complementary, resilient and highly innovative segments dedicated to Specialty Materials – Adhesive Solutions, Advanced Materials and Coating Solutions – accounting for some 80% of Group sales, and a well-positioned and competitive Intermediates segment. Arkema offers cutting-edge technological solutions to meet the challenges of, inter alia, new energies, access to water, recycling, urbanization and mobility, and fosters a permanent dialogue with all its stakeholders. The Group reported sales of €8.7 billion in 2019, and operates in some 55 countries with 20,500 employees worldwide. www.arkema.com