Logis Hotels, Partner of the Tour de France

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The Logis Hotels brand has been part of the Tour de France’s partners since 2019, becoming the Tour’s Official Host. Every year, the Tour de France is a must-see event for sport and cycling, where athletes from all over the world complete a multi-stage journey, mainly on French soil. Like Roland Garros, it is an event appreciated and followed by people all over the world. For brands, this is an unparalleled opportunity to be visible. Indeed, during the three weeks of the race, the partners are put forward. This year, COVID-19 postponed the course of the race, which started on August 29 against July 6 the previous year.

The Tour de France, a decisive business opportunity for brands

Every year, the Tour de France finds historical sponsors who are present especially on the jerseys. The Yellow Jersey is sponsored by LCL, the Green Jersey by Skoda or the Pea Jersey by E.Leclerc. As a result, they enjoy a high profile every day. The Tour de France is broadcast every day on French channels, but also in more than 200 countries. Competition is above all international, and conveys values in which sponsor brands find themselves: surpassing oneself, sharing or courage. This history, which spans centuries and generations, makes this event a pivotal moment in the communication of companies. 45 sponsors and partners are present for the 2020 edition, despite the uncertainties related to COVID-19. The possible possibility of a cancellation would have had terrible consequences for some of these partners.

Indeed, marketing actions around the Tour de France are at the heart of the strategy of partner brands, and represent a substantial financial commitment. The goal is to be able to take advantage of the visibility to develop its community and sell more. The famous “Caravan of the Tour” is a ritual that offers a significant business opportunity to the brands before each race. It promotes these brands, while offering advertising objects to the public who came to attend the event. After COVID-19, there are few opportunities for companies to gain visibility. Thus, they do everything possible to compensate for this lack of activity during the Tour de France. On the other hand, many of them fear a decrease in the fallout due to the postponement of the event. However, the conditions related to the containment and resumption of activity can have an impact on the audience of the Tour de France.

Logis Hotels, one of the partners mobilized for the Tour of tomorrow

Since its creation in 1903, the Tour de France has evolved from a material point of view. It also tends to evolve to meet current issues, such as pollution reduction. Indeed, in 2020, the route represents 3484 km, divided into 21 stages. In addition to the team vehicles, the Caravan represents 160 vehicles, which follow the riders. This kind of event can be a boost to meet environmental issues, especially with the vehicles of the brands, which are taking the momentum to meet environmental issues. During the presentation of the route, the ambition to use electric vehicles on the whole procession, eventually, is envisaged. This would significantly reduce the environmentalimpact, but also serve as an example on the international scene. One way to encourage other countries to adopt these solutions as well, to improve the health of the planet.

Some brands, present on the Tour de France, also benefit from other events or support other sports teams. This allows them to have greater visibility, and to enhance their advertising impact as sponsors. Logis Hotels also emphasizes hospitality and sharing, and highlights cycling to discover your country. A way to encourage reconnect with nature…

Sources:

Tour de France 2020 – Partners, official broadcasters

Tour de France – Key figures for the 2020 race

LOGIS, PARTNER OF CYCLISTS

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