The move grants Nestlé Waters the status of main co-partner of the Tour and exclusivity on various rights and benefits connected with publicity, promotion and sales in the area of beverages and sports nutrition for another four years.
At least four key brands in the Nestlé product portfolio are set to benefit, including Vittel, Powerbar, Nesquik or Ricore. However, the company hasn’t ruled out the possibility of bringing advantages to other brands from the deal in the future.
The company’s sponsorship first began in 2001 with the Nestlé Aquarel brand and the agreement was extended in 2004, a move which clearly demonstrated Nestlé’s interest in the Tour.
Denis Cans, president and CEO of Nestlé Waters France, said: “We’re delighted to be renewing our partnership with the Tour de France. For a brand like Vittel, the Tour is a unique opportunity in the height of the summer to strengthen the bond with its consumers in addition to the traditional media communication. The Tour provides a very special interactive experience.
For Jean-Etienne Amaury, president and CEO of the ASO Group: “Having the trust of a group like Nestlé, a leader in the areas of health and well-being, illustrates how an event like the Tour de France can be interesting for mass consumer brands wanting to get closer to the centres of interest of their consumers. It’s an unparalleled communication platform for brands.”
As part of the tie-up, marking banners counting down the last 25km will continue to bear the Vittel brand name. The possibility of carrying out large-scale sampling aimed at the many spectators crowded along the edge of the roads is also a major selling point of teaming up with the French cycling event.
“Over the years, the Tour de France has come through some testing times without the loyalty and mobilisation of its many spectators being affected,” said Cans. “This is proof of the strength of this event which is still, in France, a major social event that is so much more than the great international sporting event that it has become.”
Source: Nestlé Waters
© FoodBev Media Ltd 2022
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