Nivea Sun has announced a five-year partnership with multi-stage cycling race Tour de France.
The Beiersdorf-owned brand has been named the Official Sun Protection of the race, with aims to increase visibility, foster direct engagement and bring to life the brand’s core values of togetherness, trust and care.
The partnership between Nivea Sun and the Tour de France will see the brand create “meaningful, consumer-centric experiences and activations” across the summer cycling season, according to Beiersdorf.
The partnership also includes the Tour de France Femmes avec Zwift – a multi-day women’s road cycling race through France and Switzerland.
Nivea will target consumers with its branded advertising caravan, offering product sampling along the race route, interactive mobile activations and presence in both fan parks and event villages.
Additionally, fans can discover Nivea products at the events and through dedicated retail activations, including an exclusive Tour de France Limited Edition available in stores and online.
The partnership will also generate consumer-centric visibility across television, digital and social media channels, out-of-home advertising, and in-store communications.
“Just like the unmistakable scent of Nivea sunscreen, the Tour de France brings cherished memories that connect people across generations,” said Beiersdorf CEO Vincent Warnery.
“This partnership is a celebration of people coming together, sharing unforgettable moments, and enjoying life outdoors.
“For more than a century, Nivea has been dedicated to caring for people.
“This partnership allows us to showcase these values across Europe and share an important message with cycling fans: do not forget UV protection when spending time in the sun.”
Yann Le Moënner, CEO of Tour de France organiser Amaury Sport Organisation (A.S.O. ), added: “Nivea and the Tour de France are united by a common ambition: bringing people together and making outdoor experiences enjoyable and memorable.
“As millions of fans gather along the route each summer, promoting effective sun protection is an important part of enhancing the experience.
“Through the caravan, Nivea Sun samples will now be distributed alongside the hats and refreshments already enjoyed by spectators.
“As the global leader in sun care, Nivea Sun is a natural fit for the world’s largest cycling race.”
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