Continental lands extension with Tour de France

The 109th Tour de France began on July 1 in Copenhagen, Europe's bicycle capital.

The German automotive parts manufacturing company, Continental has extended its long-term sponsorship with the Tour de France till 2027.

The deal foresees that the tyre manufacturer will continue to actively shape the world’s largest and most important cycling race in the coming years and make use of the new ContiRe.Tex recycling technology in the support vehicle tyres.

The 109th Tour de France will begin on July 1 in Copenhagen, Europe’s bicycle capital, and will conclude on the majestic Avenue des Champs-Élysées in Paris after around 3,335 kilometres (2,072 miles) and 21 stages.

Being one of the primary sponsors and stage winner presenter of the tournament, the brand will have the opportunity to reward every Tour de France stage winner with an individual medal on the podium for his remarkable feat.

Christian Prudhomme, Director of the Tour de France said, “Continental is one of the most important innovation partners for the Tour de France, with whom we have grown close with in recent years. We are proud to be able to benefit from the know-how of Continental’s experts in tyre technology and sustainability for another five years.

“The cooperation of the premium tyre manufacturer as a sponsor and safety partner of the Tour de France began at the end of 2017, at the time they were already a tyre supplier for the official support vehicles as well as a manufacturer of the champions’ bicycle tyres. Continental has been one of the five main partners since 2019.

“We are looking forward to the successful continuation of our partnership. In particular, the very important topics of road safety and a more sustainable future unites us and forms the basis of our trusting cooperation,” says Ferdinand Hoyos, head of Continental’s tyre replacement business in Europe, the Middle East and Africa (EMEA).”

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