News November 26 ^th 2025 - 14:00

Procter & Gamble becomes Official Partner of the Tour de France

Procter & Gamble and its brands become Official Partner for the next three editions of the Tour de France and the Tour de France Femmes avec Zwift.
This partnership will come to life in stores, through brands campaigns, at the heart of the advertising caravan, as well as during special events at certain stages and in stores.
A team of renowned brands (Dash & Lenor, Pampers, Gillette & Venus, Fairy, Head & Shoulders and Oral B) is preparing to celebrate performance on the road and at home.

The Tour de France and the Tour de France Femmes avec Zwift announce the arrival of Procter & Gamble and its flagship brands as Official Partner for the next three editions. This is a strong alliance with a major group that is present in 9 out of 10 French households thanks to more than 30 brands. This partnership is also a natural fit given the group's regional roots, as products of several brands (Dash, Lenor, Head & Shoulders) are manufactured in France, in Amiens and Blois.

Before the Tour de France and the Tour de France Femmes avec Zwift, P&G and its brands, with the « Champions riding for you » programme, will bring the race to life for French people through dedicated campaigns, as well as directly in stores with numerous events. The partnership will also be brought to life along the entire route of the Tour de France and the Tour de France Femmes avec Zwift, particularly at the heart of the advertising caravan and during special events on certain stages.

Béatrice Dupuy, CEO of Procter & Gamble France and Benelux :
« Joining the Tour de France and the Tour de France Femmes avec Zwift is a source of immense pride. The Tour is one of those sporting events that brings together families, generations and regions. Every year, this event is followed by more than 40 million people. Our brands are everyday champions for 9 out of 10 French households, and this partnership extends that closeness and allows us to celebrate, both on the road and at home, the bond we have forged with the French people for over 70 years. We will bring the energy of the Tour to life throughout France, both in stores and on the Tour itself, as close as possible to the fans. »

Yann Le Moenner, CEO of A.S.O.:
« It is a great pleasure to welcome Procter & Gamble as an Official Partner of the Tour de France and the Tour de France Femmes avec Zwift. As a committed player in the world of sport, P&G Group is continuing its activations within the world's largest open stadium: the roads of the Grande Boucle. Procter & Gamble's iconic brands, like our races, are part of everyday life in France and will bring even more joy to fans lining the roads in the coming years. »