Sponsors Get Great Promotional Mileage from Tour de France

There was an article in the New York Times today about the amount of exposure sponsors are able to get from the Tour de France. Having your brand on a top cyclist’s jersey can mean your brand is on the air for hours and hours over the course of the race. According to British cyclist Bradly Wiggins, “I had nearly four hours television coverage the other day on my own, which is for free in many respects. If Cofidis [his sponsor] were to buy that advertising space, it would cost them a lot of money.” Bicycle-themed promotional products can probably add to the exposure. And the photo below? I have no idea, except that it is somehow Tour de France related and the mascot is totally crazy.

insane-tour-de-france masco

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