Amaury Sport Organisation (A.S.O.), organiser of the Tour de France, notes that the iconic event brand is… ‘back in force in 2021 with prestigious alliances in three key universes.’
Le Tour fans can buy into the event brand via a number of licence deals. This includes: the third edition of the Panini Tour de France sticker album, as well as a full range of souvenirs available from the official online store.
On top of the usual technical range, the 108th Grande Boucle continues its quest for performance with the creation of a limited Tour de France edition of the Colnago V3RS, the bicycle that won the race in 2020. The new, limited edition, licensed bike will be restricted to 108 units.
Finally, Le Tour has joined forces with the French company Le Vélo Mad to develop a limited series of an electric-assist bicycle. This partnership aims to promote cycling in everyday life.
Colnago unveils first official Tour de France bicycle
The Italian cycle manufacturer Colnago is marking the 108th Grande Boucle with a 108-unit limited edition of its V3RS model, the bicycle that won the 2020 Tour de France with Tadej Pogačar.
Its black frame evokes the colour of the overall leader’s jersey with stylish yellow details: the word ‘Colnago’ on the down tube, a section of the top tube and the fork, and the right lever.
The rear part of the bicycle also features a unique drawing representing the outline of France, while the headset bears Colnago’s clover leaf logo.
‘The total integration of the cables, which run on the inside of the headset stem and the fork steerer, is the icing on the cake of an impeccable design.’
A.S.O adds that Colnago joins Oakley, Selle Italia, Elite and Le Coq Sportif as one of the licensees that ‘consolidate the Tour de France’s position as a leading brand in the world of technical cycling products.’
Panini Tour de France sticker album
Panini is rolling up to the start line of the Tour de France with its third sticker collection, featuring information about the route and the 23 teams in contention. The author of the preface, Franck Ferrand, also curates a special section with anecdotes and stories on pages outlining each stage.
‘The Panini album has 72 pages packed with all you need to know about the 2021 Tour de France, with 366 stickers to collect, including 112 shiny stickers, as well as 21 pages dedicated to the stages of the 108th edition, the 23 teams, a special page for the brand-new mascot of the Tour de France, Maxoo, and 25 spots reserved for the ‘Snapshot’ set to complete the collection.’
Le Vélo Mad, the official 2021 Tour de France EAB
As part of its ‘Riding into the Future’ campaign, the Tour de France launched the ‘Tour de France Cycle City’ label to encourage towns and cities to accommodate cycling as an everyday mode of transport in their urban planning.
In line with its efforts to promote cycling as a way of getting around, Le Tour has partnered up with Le Vélo Mad, a firm based in Rouen, to create the official 2021 Tour de France electric-assist bicycle (EAB).
Blue, grey and yellow replace the blue, white and red colours of the brand’s logo. The limited edition of the new model, Le Sport +, in the colours of the Grande Boucle, is comprised of a hundred bike units. To mark the occasion, the public at large will get the opportunity to try out the Tour de France EAB at Le Vélo Mad’s stand in the FanParks in four towns and cities: Brest, Laval, Albertville and Libourne.
Official retailers of Tour de France licensed products
In Germany, Belgium, Spain and France: each country has its own specialist cycling retailer marketing a selection of the official Tour de France product range.
The 2021 Tour de France licensed technical products made by premium brands such as Oakley, Selle Italia and Elite are available from the websites or brick-and-mortar stores of the following chains: Bike24 in Germany, Decathlon in Belgium, Deporvillage in Spain and Probikeshop in France.
