Carrefour rides on as main sponsor of Vuelta a Espana
Carrefour, the French supermarket chain, has extended its major support for the Vuelta a Espana, one of road cycling’s three Grand Tours, until 2021.
Under the two-year extension with race organiser Unipublic, the company will stay on as the main sponsor, with rights to the general classification and branding on the leader’s distinctive red jersey.
This 2019 Vuelta will be the 10th to be backed by Carrefour and it will again carry out various activations en route, having engaged with an estimated 2.5 million consumers during the 2018 race, promoting fresh produce via its the ‘Acciones para comer mejor’ (‘Actions to eat better’) campaign.
Over 25,000 Carrefour employees have participated in activations over the last six years and there were 200,000 free tastings of local and regional products during the 2018 race.
The Vuelta is now the company’s main sports platform after it decided not to extend its relationships with the Tour de France, for which it was the sponsor of the polka dot ‘King of the Mountains’ jersey until 2018, and the French Football Federation.
Carrefour operates 760 Carrefour Express, 23 Supeco stores and an online shopping service in Spain.
Other prominent Vuelta sponsors include Cofidis, Loterias y Apuestas del Estado, Skoda, Continental, Fenie Energia and Dachser.
This year's race starts in Torrevieja in the south-east Spanish province of Alicante on 24 August, and finishes in the capital Madrid on 15 September.
Unipublic is a subsidiary of ASO, the company that owns and promotes the Tour de France.
Image courtesy of Unipublic