Over nine decades after its first participation, La Vache qui rit®, one of the Bel Group's iconic brands, will once again spread positive vibes in the next three editions of the Tour de France and Tour de France Femmes avec Zwift.
The three-year sponsorship agreement will put La Vache qui rit® in the heart of the caravan in each stage held in France, with one goal in mind: celebrating laughter in France!
The Tour de France and La Vache qui rit® share timeless fundamental values such as a positive outlook and a community focus. For over a century, they have both charmed generations of people in France with their storied heritage and unique amalgam of fervour, fun and flavour. They are also popular, charismatic brands that expanded beyond their borders to conquer the international scene: the Tour de France is broadcast in 190 countries, while people around the world eat 125 wedges of La Vache qui rit® —a brand present in 120 countries— every second. These two monuments were a natural fit.
Spreading laughter on the roads of france
A regular fixture on the tables of families around the globe, La Vache qui rit® will engage with people from all generations on the roads of France this summer. Its caravan, titled La France qui rit ('Laughing France'), will spread positive vibes throughout the route with collaborative activities, sampling opportunities and, most importantly, a tidal wave of laughter and smiles for spectators and TV viewers of all ages of the biggest cycling race on Earth.
A popular, brand-new operation presented next spring
To celebrate its return to the roads of the Tour, La Vache qui rit® is determined to spend the summer showing why it holds a special place in the heart of people in France. The operations behind the partnership will be revealed for the first time at the fourth edition of the Cyclosportive La Vache qui rit®, which will take place on 25 and 26 May in Lons-le-Saunier, Jura, the cradle of the brand.
Anne-Sophie Carrier, general manager, Bel France: "This partnership with the Tour de France fills us with pride. It symbolises our dedication to spark joy and share moments through the iconic La Vache qui rit®. Our popular brand, close to everyone and endowed with a rich heritage, will play a role: celebrating laughter in France and bringing everyone in France on board for a fun sporty experience full of flavour."
Christian Prudhomme, director of the Tour de France: "Everyone knows the Tour de France and everyone knows La vAche qui rit®. We are thrilled to see it return because it holds a special place in the hearts of people in France and exemplifies the values of the Tour. With La Vache qui rit®, laughter and a popular celebration will fill the air in July."