Over nine decades after its first participation, Bel Group’s La Vache qui rit (Laughing Cow), is continuing its association with the Tour de France.
The cheese brand will sponsor the next three editions of the Tour de France and Tour de France Femmes avec Zwift. According to event organiser A.S.O…. ‘The three-year sponsorship agreement will put La Vache qui rit in the heart of the caravan in each stage held in France, with one goal in mind: celebrating laughter in France.’
La Vache qui rit will seek to engage with all generations on the roads of France this summer. Its caravan, titled La France qui rit (‘Laughing France’)… ‘will spread positive vibes throughout the route with collaborative activities, sampling opportunities and, most importantly, a tidal wave of laughter and smiles for spectators and TV viewers of all ages of the biggest cycling race on Earth.’
Anne-Sophie Carrier, General Manager at Bel France said “This partnership with the Tour de France fills us with pride. It symbolises our dedication to spark joy and share moments through the iconic La Vache qui rit.
“Our popular brand, close to everyone and endowed with a rich heritage, will play a role: celebrating laughter in France and bringing everyone in France on board for a fun sporty experience full of flavour.”
Christian Prudhomme, Director of the Tour de France, added “Everyone knows the Tour de France and everyone knows La Vache qui rit. We are thrilled to see it return because it holds a special place in the hearts of people in France and exemplifies the values of the Tour. With La Vache qui rit, laughter and a popular celebration will fill the air in July.”
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