M&M’s will be the official sponsor of the Tour de France and Tour de France Femmes avec Zwift for the next three years, in a bid to reaffirm the chocolate confectionary’s “French industrial and cultural history”.
While the partnership between M&M’s and the world’s biggest bike race might come as a surprise, the Tour de France and the chocolate treats might have more in common than you think. The Tour de France is a point of national pride in France, and the bags of brightly coloured confectionery also have a place in the heart of France.
"For 50 years, the famous coloured sweets produced in Haguenau, Alsace, have won the hearts of the French people and become a permanent part of their daily lives. Today, France's second-largest chocolate confectionery brand is purchased by one-third of French households,” an official press release published on Tuesday said.
We can also expect the M&M’s characters to make an appearance in the Tour de France caravans, which precede the pro peloton and consist of small vehicles designed to look like company products, including cheeses and even washing detergents.
Tour de France director Christian Prudhomme says: “We are delighted to enter into this partnership with M&M’S, one of France's favorite sweets.
“This is an adventure with a brand that perfectly embodies the values of conviviality and community spirit that define the Tour de France and the Tour de France Femmes with Zwift. The whole family will be in for a treat when the caravan passes by!”
At the Mars Wrigley factory in Alsace, 750 workers help produce and promote 72,000 tonnes of M&M’s products each year.
