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.
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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.”
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By GlobalDataThe 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.
