The Basic-Fit major European gym chain has pedaled up as a sponsor of men’s road cycling's Tour de France for the next four years.
In a deal that also covers the women's Tour de Frances Femmes, Basic-Fit becomes the official partner of the team classification across the men's race. The deal runs through the 2028 editions of these races.
Go deeper with GlobalData
As an activation, Basic-Fit will adorn its gyms in the TDF official colors, especially in host cities where it has a physical presence – these include Amiens, Lille, Toulouse, Montpellier, and Valence.
This year's men’s TDF runs between July 5 and 27, starting in Lille, where Basic-Fit was first launched, with the women's edition running from July 26 to August 3.
Christian Prudhomme, the Tour De France director, has said: "By sponsoring the team classification in Paris–Nice, the Critérium du Dauphiné, and the Tour de France, Basic-Fit underscores its commitment to sports for all. Basic-Fit is a fully invested partner that shares our aspiration to promote sport in everyday life.”
Redouane Zekkri, chief operating officer at Basic-Fit, added: “We are especially proud to forge this partnership, which goes beyond a simple sports sponsorship. It reflects our ambition to elevate our brand across Europe and worldwide and, even more importantly, to make fitness accessible to all.”
The sponsorship, in addition to the men's and women's TDF, also covers the Paris-Nice and Critérium du Dauphiné events (with the former of those finishing on March 16).
In terms of other TDF sponsors, the top-tier partner stable currently includes brands such as retail banking firm LCL (sponsor of the iconic winners’ yellow jersey in a deal valued by GlobalData Sport at $10 million annually), retailer E.Leclerc, car brand Skoda, tire brand Continental, and eyewear company Krys.
Last week, meanwhile, Russian subscription streaming service Okko was named as a long-term media rights partner for both the TDF and La Vuela (another of road cycling's iconic races).
The service has signed a six-year deal with the right to show up to 20 cycling tournaments annually. The agreement covers the 2025-2030 cycle.
The deal also covers races such as Paris-Roubaix and Liege-Bastogne-Liège.
