Cycling’s premier event, Tour de France has announced a new sponsorship association with Orangina for the next three editions. Following this new deal, the brand has been named the new official supplier.
In this deal, the famous little, round bottle of the brand will be seen in the advertising caravan, retail locations, and the cars that will be driving behind the Grande Boucle. The orange-flavoured soft drink will support both the Tour de France (July 1, 2023 to July 23, 2023) and the Tour de France Femmes avec Zwift (July 25, 2023, to July 30, 2023).
The first time Orangina was associated with Le Tour was in 1954 when the popular carbonated beverage sponsored stage 4 of the race from Rouen to Caen.
For decades, Orangina has been strongly associated with the Tour for TV audiences in France and beyond thanks to a number of outrageous advertising efforts. A mission of roughly 3,500 kilometres to meet the public and win over the taste buds of thirsty fans around the world is about to begin for Orangina on the Tour’s roads starting in 2023. This is made possible by media coverage that spans 190 nations.
Three special edition cans from Orangina will be released as part of its sponsorship. They will depict two important stages of the Tour de France 2023 and one significant stage of the Tour de France Women with Zwift 2023 to represent “The most shook roads of the Tour de France.”
Pierre Decroix, General Manager of Orangina owner Suntory Beverage & Food France, said, “We are proud to announce the signature of this partnership agreement between Orangina and the Tour de France. The deal between these two leaders makes a lot of sense. This understanding will energise our consumers, clients and teams and rally them around this unifying event. Today is a first and opens a new stage in our relationship with the Tour de France for the next three years.”
Yann Le Moënner, General Manager at A.S.O., said, “You can recognise a bottle of Orangina at first sight, or even in a blind test. Both the container and the drink inside it have become part of our collective psyche. It is hard to overlook its powerful synergies with the Tour de France, and the alliance between these two ‘monuments’ of French culture is only natural. We expect this to be a refreshing and bubbly relationship, of course.”