Roof window specialist, VELUX Group, whose history goes all the way back to 1941, is joining the Tour de France and Tour de France Femmes avec Zwift as an official partner for the next three years. The Danish company will also lend its support to gran fondo event, L’Étape du Tour de France.
From 2025, the race numbers of the elite riders racing in the Tour de France and Tour de France Femmes avec Zwift will feature VELUX branding.
According to event organiser Amaury Sport Organisation (A.S.O.)… ‘This partnership is the latest expression of the deep-rooted connection that has developed between Denmark and the Tour de France in recent years.
‘The rise of the future two-time winner Jonas Vingegaard (2022 and 2023) in the 2021 Tour de France was just the beginning. The 2022 Grand Départ in Copenhagen was its defining celebration – with nearly two million spectators lining the roads in a country of six million and an average TV audience share of 78% for the first three stages, which were held entirely in Denmark, the Danish public made abundantly clear its passion for the Grande Boucle.’
Lars Petersson, CEO at VELUX Group, said “Both VELUX and Tour de France have strong legacies and the ability to reinvent ourselves, and we share the value that success comes from teamwork, persistence and excellence.
“This partnership makes great sense for VELUX. It’s perfectly aligned with our brand promise and provides an ideal platform to take it to a global audience. We see vast potential to engage with our customers and professional partners at roadside events during the Tour de France and the Tour de France Femmes avec Zwift, while also promoting the benefits of bringing more natural light and fresh air into our lives.”
Yann Le Moënner, Managing Director at A.S.O., added “We are incredibly proud to welcome VELUX, an international group based in Denmark, as a partner of both the men’s and women’s versions of the Tour de France.
“The VELUX Group draws on a strong corporate culture to design high-performance products that promote health and well-being for all.
“The Danish infatuation with cycling is beyond dispute. During the 2022 Grand Départ in Copenhagen, around two million people lined the roads, and the TV audience share (averaging 78% for the first three stages in Denmark) highlighted the love of the most bicycle-friendly country on Earth for the Tour de France.
“We share with the VELUX Group a culture of innovation, local roots and the ambition to make a big positive impact wherever we go. Both VELUX and the Tour are adamant about the importance of building a future where environmental protection, regional development and youth awareness about well-being take centre stage. Joining forces made perfect sense. We are thrilled to have VELUX at our side to shine a new spotlight on every rider.”
www.velux.com
www.letour.fr
www.letourfemmes.fr
