Committed to the Tour de France for the past 40 years through its partnership with the Maillot Jaune, LCL is once again involved in the race which this year sees its 111th edition. The cyclists will set off from Florence in Italy on 29 June to arrive in Nice on 21 July. 176 riders will attempt to complete the 21 stages of the race. We bring you the latest news about the Tour.
A partnership renewed for 5 years
This long-term commitment makes LCL the longest-standing sponsor of the event.
Loyal to the Tour de France since 1981 and official partner of the Maillot Jaune since 1987, LCL is once again participating in this most prestigious of bicycle races. LCL has renewed its commitment for the next five editions of the Tour de France and the Tour de France Femmes avec Zwift.
Indeed, since 2022, LCL has also sponsored the Maillot Jaune of the Tour de France Femmes.
The women’s race will kick off on 12 August this year, in Rotterdam in the Netherlands, with an expected arrival in Alpe d’Huez. The athletes will cover 946.3 kilometres in six days.
See the routes of both races here.
A revamped procession
It is a key component of the event. Along the roadsides of all stages of the Tour de France, the publicity procession is as much a part of the show as the riders. It’s an integral part of the event featuring vehicles representing the race’s partners.
Comprising seven vehicles, LCL’s cars this year have a brand new look and structure to allow for closer interaction with the public.
The lion has also had a little facelift and boasts some new fur.
Mobilising all branches and teams
At the starting and finish lines of each stage, several dozens of LCL guests will have the chance to enjoy an exceptional high quality experience: VIP areas, photocalls, press areas, competitions and games, etc.
Everything is in place for a celebratory, unique and friendly atmosphere.
And this year, the branches have gone all out with their decorations. They have posters, totems, flags and balloons to proudly display the colours of the Tour de France. Customers and their children won’t be left out either; they can join in the big Tour party with lots of different eco-friendly goodies and competitions.
The ATMs at the LCL branches will also feature dynamic POS digital advertising displays in honour of the event.
Mâcon Agency
But that’s not all!
During the Tour, special offers will be available to individuals and businesses such as interest-free financing, discounts on purchases of Iweech bikes, welcome and referral offers for individual customers, bike finance and professional services for the businesses.
The objective is to forge 3,500 new relationships, grant 3,000 bike loans and welcome 1.5 million visitors to the site.
LCL will be documenting the event on a daily basis on social media and on LCL's dedicated Tour de France website. An Influencers event will be taking place during the Mâcon-Dijon stage: eight influencers will spend the day on the Tour ahead of the race.
And lastly, at every stage of the Tour, LCL will be celebrating a local entrepreneurial customer by symbolically presenting them with a yellow jersey. Photographs and testimonials will be shared on the social media platforms and in the daily sports newspaper L’Équipe, before being compiled into a book.
Photo credits: ASO - Alex Broadway, Romain Laurent, Pauline Ballet, Aurélien Vialatte, Charly Lopez, Jonathan Biche.