The Continental caravan, as well as banners and tractors, will promote agricultural tyres, with additional LED banners greeting cyclists along the Tour de France route. Continental will use the arresting slogan, “La Passion de la Terre” for its first year promoting its agricultural tyre range.
Continental Expands Portofilo Line at the Tour de France
The Tour de France is returning this summer, with all professional cyclists ready to undertake the 21 stages throughout France, including in the agricultural regions of Brittany, Bourgogne and Auvergne. Having been a part of the event for many years as one of the five main partners, Continental has diversified its presence, adding agricultural tyres to the display for the first time to reflect the diversity of the French terrain.
In recent years Continental focused exclusively on passenger car and two wheel tyres. Benjamin Hübner, Product Line Manager for Agricultural Tyres at Continental explained why the company has now introduced agricultural tyres to the mix. “As the main sponsor, the Tour de France is naturally a highlight for us at Continental every year. Some stages of the Tour are characterised by views of almost endless agricultural land. That’s where our high-performance agricultural tyres come into action,” he explained. “Our tyres stand for durability, safety and comfort – in the field and on the road, on cars, bicycles or commercial vehicles. The partnership with the Tour de France uniquely reflects this.”
“La Passion de la Terre” – Continental Adds Agricultural Tyres to the Mix
When this year’s Tour kicks off with the Grand Départ in Brest on June 26, the visibility of Continental agricultural tyres will accompany the tour across the fields of France, with the motto “La Passion de la Terre.” The agricultural tyres will be integrated into the layout of the Continental caravan that will cover all the stages. On stages one, two and three, large banners and tractors will also draw attention to the Continental agricultural portfolio on farmland along the route. An animated LED banner will greet cyclists at selected stage destinations and short advertising clips will accompany the conclusion of the tour along the Champs Elysée in Paris, making sure that all cyclists will witness Continental’s comprehensive coverage along the famed route.
