Last updated: June 5, 2026
This page tracks confirmed Tour de France sponsorship agreements. It documents official partners, official suppliers and related commercial contracts announced by the event organiser and associated properties.
Tour de France sponsorship refers to event-level commercial partnerships, including official partners, suppliers and category sponsors appointed by the organiser.
The focus is on factual updates, including contract duration and activation scope where disclosed. For a structured overview of event partners and team title sponsors, see our Tour de France Sponsors overview.
Additional sponsorship and marketing updates from other professional cycling races are available on the dedicated Cycling Race Sponsorship page, covering commercial partnerships, official suppliers and race-related brand activations across the cycling calendar.
Latest Sponsorship Announcements (2025–2026)
5 June 2026 – Teisseire Extends Tour de France Femmes Partnership Through 2029
French drinks brand Teisseire has renewed its partnership with the Tour de France Femmes avec Zwift through 2029. The brand, which has been Official Partner and sponsor of the Prix de la Combativité since 2024, extends a relationship that goes beyond logo placement — the combativity prize positions Teisseire directly alongside the race’s most aggressive and attacking riders. For a brand built on generational recognition in France, the alignment with women’s racing and its growing visibility makes for a commercially coherent long-term commitment. [11]
3 June 2026 – McCain Becomes Official Fries of the Tour de France
Canadian frozen food brand McCain has signed a five-year partnership with the Tour de France, becoming the race’s official fries partner from the 2026 edition. The activation plan is concrete from the start: a flagship food truck in the fan zone at the Barcelona Grand Départ in early July, and a second activation in Bordeaux during stage 7. Beyond the roadside presence, the deal includes co-branded packaging across seven retail products in France, a six-week TV campaign during the race period, and digital and social media activity. With approximately 30% market share in frozen fries in France, the brand is using the Tour’s mass domestic reach as its primary commercial rationale — a consumer goods play built around familiarity and shared moments rather than performance or sport alignment. [10]
29 May 2026 – Tour de France Signs Three-Year SNCF Deal, With Teams Travelling by Train Before Paris
The Tour de France and Tour de France Femmes avec Zwift have announced a new three-year partnership with French national railway operator SNCF covering the 2026, 2027 and 2028 editions. As part of the agreement, riders and team staff will travel by train before the race’s arrival in Paris, integrating SNCF directly into the event’s operations. The partnership combines sponsorship visibility with a concrete mobility initiative linked to the Tour’s sustainability ambitions. [9]
19 May 2026 – Tour de France 2028 Grand Départ Confirmed in Reims and the Grand Est Region
The 2028 Tour de France Grand Départ has been confirmed for Reims, with the opening four stages traversing the Grand Est region from 24 to 27 June 2028. Six stage cities will be linked: Reims, Épernay, Charleville-Mézières, Verdun, Metz and Thionville. The early start date — unusually in late June — is a direct response to the Los Angeles Olympics, which begin on 14 July 2028. The announcement brings the race back to France after back-to-back foreign starts in Barcelona in 2026 and Edinburgh in 2027, and returns Reims to the Grand Départ role it last held in 1956. The detailed stage profiles have not yet been released, though race director Christian Prudhomme pointed to the Champagne hillsides around Épernay as terrain likely to create early GC pressure. [8]
18 May 2026 – E.Leclerc Advertises “Dream Summer Job” Driving New Tour de France Float
Tour de France partner E.Leclerc has launched a public search for the driver of a new giant cauliflower vehicle set to join the 2026 Tour de France caravan. Promoted by CEO Michel-Édouard Leclerc as the “dream summer job,” the campaign turns a caravan activation into a recruitment and social media opportunity, extending sponsor engagement beyond the race itself. [7]
28 March 2026 — Vueling Launches Tour de France 2026 Grand Départ Aircraft
Spanish airline Vueling has unveiled a special-edition aircraft dedicated to the 2026 Tour de France Grand Départ in Barcelona. The activation is part of Vueling’s partnership around the event and turns the airline itself into a visible moving media platform ahead of the race.
The campaign reflects how major cycling events increasingly extend sponsorship visibility beyond the race itself through experiential branding, travel integration and large-scale public activations. [6]
6 February 2026 — Canyon signs four-year partnership with L’Étape du Tour (2026–2029)
Canyon Bicycles has announced a four-year partnership with L’Étape du Tour de France, becoming a Major Partner of the amateur event from 2026 through 2029.
The 2026 edition of L’Étape du Tour will take place on 19 July 2026, covering a 170-kilometre route from Le Bourg-d’Oisans to Alpe d’Huez. According to the announcement, more than 16,000 cyclists are expected to participate.
Under the agreement, Canyon will have a presence within the event village and will offer race entries through dedicated initiatives for the sold-out 2026 edition.
The partnership was announced by Canyon and the Amaury Sport Organisation, organiser of L’Étape du Tour de France. [5]
For a broader sponsorship overview across professional cycling, see the Pro Cycling Sponsorship Overview 2026 (PDF).
28 November 2025 — Procter & Gamble becomes Official Partner (2026–2028)
Procter & Gamble and its brands have been announced as an Official Partner of the Tour de France and the Tour de France Femmes avec Zwift for the next three editions.
The partnership will be activated through retail campaigns and in-store events under the programme “Champions riding for you”. Activation will also take place along the race route, including participation in the advertising caravan and brand presence at selected stages.
Several P&G brands are included in the agreement, including Dash & Lenor, Pampers, Gillette & Venus, Fairy, Head & Shoulders and Oral-B.
According to the announcement, products from several of these brands are manufactured in France, including sites in Amiens and Blois.
The agreement applies to both the Tour de France and the Tour de France Femmes avec Zwift. [4]
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5 November 2025 — Zwift renews partnership with Tour de France Femmes avec Zwift (through 2029)
Zwift has renewed its partnership with the Tour de France Femmes avec Zwift, extending its commitment through 2029.
The partnership between Zwift and the Amaury Sport Organisation began during the pandemic with the Virtual Tour de France, which featured equal participation for men and women. This initiative preceded the launch of the Tour de France Femmes avec Zwift.
According to the announcement, the 2025 edition recorded an average audience of 2.7 million viewers per stage in France, with a peak audience of 7.7 million during the final stage. Zwift also stated that women represented 23% of new subscribers to its platform in 2025, compared to 18% in 2022.
The renewed agreement continues Zwift’s role as title partner of the Tour de France Femmes avec Zwift through the 2029 edition. [3]
25 October 2025 — Groupama becomes Official Partner (2025–2028)
The Tour de France and the Tour de France Femmes avec Zwift have announced a three-year partnership agreement with Groupama, running until 2028.
Groupama becomes an Official Partner of both events under this agreement. According to the announcement, the partnership follows Groupama’s existing involvement in professional cycling, including the Groupama-FDJ team (established in 2018) and its subsidiary Gan, which sponsors the FDJ-SUEZ women’s team.
The agreement also includes initiatives related to amateur cycling and safety awareness programmes. Activation will extend across the Tour de France and the Tour de France Femmes avec Zwift. [2]
18 October 2025 — M&M’S® becomes Official Supplier (2026–2028)
The Tour de France and the Tour de France Femmes avec Zwift have announced a three-year agreement with Mars Wrigley for its M&M’S® brand to become an Official Supplier for the next three editions.
Under the agreement, M&M’S® will be present in the Tour caravan throughout the race route. The partnership applies to both the Tour de France and the Tour de France Femmes avec Zwift.
According to the announcement, M&M’S® products are produced in Haguenau, Alsace, where Mars Wrigley operates a manufacturing site.
The agreement covers the 2026, 2027 and 2028 editions. [1]
Partnership Structure
Event-related agreements typically fall into the following categories:
- Official Partners
- Official Suppliers
- Major Partners (event properties such as L’Étape du Tour)
- Team-level sponsorship agreements
This page focuses on confirmed event-level partnerships and related commercial developments. .
For audience and broadcast data relevant to sponsorship exposure, see our Tour de France Media Reach analysis.
Sources:
[11] https://www.linkedin.com/posts/parce-que-les-plus-belles-aventures-se-savourent-share-7467842380574928896-YYVX
[10] https://www.mccain.com/information-centre/news/mccain-announces-five-year-partnership-with-tour-de-france/
[9] https://www.lefigaro.fr/conjoncture/le-tour-de-france-signe-un-partenariat-avec-la-sncf-les-coureurs-prendront-le-train-la-veille-de-l-arrivee-en-juillet-20260529
[8] https://www.letour.fr/en/news/2026/grand-depart-2028-the-party-is-coming-to-grand-est/1333060
[7] https://www.ledauphine.com/tour-de-france/2026/05/17/apres-le-melon-la-fraise-et-le-poireau-e-leclerc-cherche-le-pilote-de-son-nouveau-chou-fleur-geant
[6]https://www.letour.barcelona/en/news/vueling-presents-the-airplane-of-the-grand-depart-of-the-tour-de-france-2026-1617760
[5] https://media-centre.canyon.com/en-INT/259915-canyon-partnership-with-l-etape-du-tour-de-france-designed-to-inspire-and-enrich-the-cycling-experience/
[4] https://www.letourfemmes.fr/en/news/2026/procter-gamble-becomes-official-partner-of-the-tour-de-france-and-tour-de-france-femmes-avec-zwift/1296892
[3] https://news.zwift.com/en-WW/255860-founding-partner-zwift-extends-as-presenting-partner-of-the-tour-de-france-femmes-avec-zwift-until-2029/
[2] https://presse.groupama.com/actualites/groupama-devient-partenaire-officiel-du-tour-de-france-et-du-tour-de-france-femmes-avec-zwift-d07bc-55f34.html
[1] https://www.letour.fr/en/news/2025/m-ms-r-becomes-official-supplier-of-the-tour-de-france-and-tour-de-france-femmes-avec-zwift/1332903
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