Sonic Signs Durant As First Athlete Endorser Broncos Sign Exclusive Deal With DraftKings Pacers, McDonald's To Debut New Campaign Athletes Poke Fun In New Foot Locker Ads All Nippon To Title Sponsor LPGA Major Pepsi, NFL Promoting Heavily Through Digital Marketplace Roundup Toyota Super Bowl Ad To Star Amy Purdy Panini, Wizards' Wall Sign New Trading Card Deal Marketplace Roundup
SBD/June 8, 2011/Marketing and Sponsorship
Le Coq Sportif Replaces Nike As Sponsor Of Tour De France's Yellow Jersey
Published June 8, 2011
French clothing manufacturer Le Coq Sportif is “making a return” to the Tour de France after a 24-year absence, and will “once again sponsor the yellow jersey in the race, replacing the current supplier Nike,” according to Shane Stokes of VELONATION.com. Le Coq Sportif also will sponsor other jerseys in the race, including “the green jersey for best sprinter, the polka dot jersey for best climber and the white jersey of best young rider.” The company’s association with cycling “will extend beyond the Tour de France into other ASO events.” Le Coq Sportif initially “became involved in an official capacity back in 1951,” but the sponsorship ended after the '88 Tour de France when “Castelli stepped in.” Italian clothing company Giordana “later took over, prior to Nike becoming involved in 1996.” Reasons for the end of Nike’s association with the Tour de France are unclear, and it "remains to be seen if this could be linked" to Lance Armstrong’s retirement, the "current federal investigation into professional cycling, or any other such factors” (VELONATION.com, 6/7).