The Tour de France, the world’s most prestigious cycling race, has announced two new partnerships that will elevate the event to new heights.
Velux, a global leader in roof window solutions, and Kawasaki, a renowned motorcycle manufacturer, have joined the Tour de France family as official partners.
Velux will partner with the Tour de France, Tour de France Femmes avec Zwift, and L’Étape du Tour de France for three years. This partnership aims to promote the benefits of natural light and fresh air, aligning with Velux’s commitment to creating healthier living spaces.
Commenting on the occasion, Lars Petersson, CEO of VELUX Group, said, “Both VELUX and the French Tour have strong legacies and the ability to reinvent ourselves and we share the value that success comes from teamwork, persistence and excellence. This partnership makes great sense for VELUX. It’s perfectly aligned with our brand promise and provides an ideal platform to take it to a global audience. We see vast potential to engage with our customers and professional partners at roadside events during the Tour de France and the Tour de France Femmes avec Zwift, while also promoting the benefits of bringing more natural light and fresh air into our lives.”
Yann Le Moënner, Managing Director, A.S.O., added, “We are incredibly proud to welcome VELUX, an international group based in Denmark, as a partner of both the men’s and women’s versions of the Tour de France. The VELUX Group draws on a strong corporate culture to design high-performance products that promote health and well-being for all. The Danish infatuation with cycling is beyond dispute. During the 2022 Grand Départ in Copenhagen, around two million people lined the roads, and the TV audience share (averaging 78% for the first three stages in Denmark) highlighted the love of the most bicycle-friendly country on Earth for the Tour de France.
“We share with the VELUX Group a culture of innovation, local roots and the ambition to make a big positive impact wherever we go. Both VELUX and the Tour are adamant about the importance of building a future where environmental protection, regional development and youth awareness about well-being take centre stage. Joining forces made perfect sense. We are thrilled to have VELUX at our side to shine a new spotlight on every rider.”
Kawasaki will serve as the official motorcycle supplier of the world’s most famous bike race and other ASO cycling races. The company will provide a fleet of 45 motorcycles to support the race’s operations, ensuring safety and efficiency.
Shigemi Tanaka, President of Kawasaki Motors Europe, said, “Kawasaki has always been associated with the colour green, which perfectly aligns with our commitment to clean, green energy, alternative fuels, and transport innovation. The Tour de France, along with the 21 other events we’ll be part of, offers a global platform for showcasing human and mechanical performance in an ecologically responsible environment. We are proud to rekindle our relationship with world-class cycling and promote our products and ideals.”
Yann Le Moënner, A.S.O. managing director, added, “Ensuring safety and the smooth running of a cycling race is a major priority for cycling organization. Motorbikes play an essential role at every level: rider safety, resupply, vehicle regulation, race management, and media coverage. Kawasaki’s return to the Tour de France and all our other cycling events is excellent news. We are reconnecting with a company that has the expertise and experience in cycling and will provide our riders with high-performance equipment for optimal comfort and control.”
These new partnerships signify the growing appeal of cycling as a platform for global brands. Velux and Kawasaki will benefit from increased brand visibility and association with one of the world’s most prestigious sporting events.
Velux is a Danish company founded in 1941, specialising in roof windows and skylights. The company’s mission is to create better living environments by bringing daylight and fresh air into homes and buildings.
Kawasaki, a global leader in motorcycles, ATVs, and power sports products, has a rich history of innovation and performance. The company’s motorcycles are known for its powerful engines, advanced technology, and striking design.
The Tour de France is a three-week-long cycling race held annually in France. It is one of the most prestigious sporting events in the world, attracting millions of fans worldwide.