THE WHAT? Procter & Gamble has been named Official Partner of the Tour de France and Tour de France Femmes avec Zwift for the next three editions.
THE DETAILS The partnership covers multi-channel activations across P&G brands—including Dash, Lenor, Pampers, Gillette, Venus, Fairy, Head & Shoulders and Oral-B—spanning in-store campaigns, advertising caravan presence and on-site events at selected stages. P&G, which reaches nine in ten French households and manufactures several brands locally, will begin consumer-facing activity ahead of the races through its “Champions riding for you” programme. The agreement embeds the group across both Tours through 2028.
THE WHY? The deal strengthens P&G’s visibility and retail engagement in a key European market via one of France’s most high-profile sporting platforms.
Source: Tour de France
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