The Tour de France and the Tour de France Femmes avec Zwift have welcomed Biofreeze as a new official event supplier for the next three years.
Biofreeze is a Reckitt Benckiser brand that helps to temporarily relieve minor muscle and joint pain thanks to its cooling relief. To share the brand’s sensation of rapid cooling, Biofreeze will participate in the world’s largest cycling event by joining the Tour de France caravan and meeting the public throughout France.
This year’s Tour de France is set for June 29, 2024 to July 21, 2024 – while the third edition of the Tour de France Femmes avec Zwift runs from August 12-18, 2024.
Biofreeze’s range of products uses cold sensations to block the pain signal sent to the brain, thereby relieving muscle and joint pain. This summer, the brand will aim to build its reach to more than 10 million spectators of all ages on the roadsides in France.
Russell Taylor, Regional Director, Reckitt Benckiser Healthcare France Benelux, said “We are proud to announce that Biofreeze is joining the Tour de France and the Tour de France Femmes avec Zwift as an official supplier.
“We aim to get closer to our patients and encourage everyone to stay active and move forward. This iconic collaboration embodies our commitment to health and wellbeing while underlining our desire to encourage everyone not to let pain stop them from being active and enjoying life.”
Julien Goupil, Director of Media and Partnerships at event organiser A.S.O., said “It’s a pleasure to welcome a partner who shares our values of sharing and determination. Biofreeze’s commitment to both the Tour de France and Tour de France Femmes avec Zwift reflects the brand’s motivation to take advantage of the unique proximity to consumers offered by cycling in its entirety.”
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