Bostik Repeats as Tour de France Sponsor

PARIS – Global adhesive specialist Bostik is once again a sponsor of the Tour de France cycling event.

Click photo to expandAs an official supplier to this year’s race, the company will use its sponsorship as a platform to promote its brands and activities to a global audience.

The 2016 race began July 2 and will continue through July 24 with a finish on the Champs-Élysées in Paris. For the 103rd edition, the route is comprised of 21 stages and covers a distance of over 3,500km across France, Spain, Switzerland and Andorra.

“We are very pleased to again play a part in this year’s Tour de France, which continues to be one of the world’s most iconic and popular sporting events,” said Bernard Pinatel, Bostik chairman/CEO. “The globalization of the Bostik brand remains a central part of our growth strategy, and this sponsorship provides a unique opportunity to reach both new and existing audiences around the world.”

Four branded vehicles, which feature the Bostik gecko mascot, will participate in the highly anticipated Tour de France ‘Publicity Caravan’ which precedes the peloton on each stage. This year, spectators along the route will be treated to 450,000 Bostik gifts and giveaways as well over €500,000 in coupons while they await the riders.

More than 12 million spectators are expected to line the route of Tour de France 2016 across four countries. The race will be broadcast to TV audiences in 190 countries and will generate an estimated 3.5 billion views globally.

A series of marketing and promotional activities will include an outdoor advertising campaign in two prominent locations on Paris’ ‘peripherique’ highway, one of the Europe’s busiest transit routes which is travelled by an estimated 2 million vehicles daily. The firm recently unveiled an eye-catching 250 m² billboard at Porte de la Chapelle, while similar advertising will be placed on France’s largest billboard covering 650 m² in Porte de St Ouen this month.

Bostik’s sponsorship will also be leveraged internationally through in-store and product promotions, competitions and customer events taking place over the summer.

Bostik is a leading global adhesive specialist in construction, consumer and industrial markets with annual sales of €1.6 billion, a workforce of 4,800 people and has a presence in more than 50 countries. For the latest information, visit http://www.bostik.com. Bostik is part of Arkema, a Columbes, France-based designer of materials and innovation solutions with annual sales of €7.7 billion in 2015.

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