Tour de France Sponsorship Updates

Last updated: 15. Februar 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.

Latest Sponsorship Announcements (2025–2026)

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]

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]

For audience and broadcast data relevant to sponsorship exposure, see our Tour de France Media Reach analysis.


Sources:
[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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