CPLG has been appointed as the licensing agent for the Tour de France in the U.K. and Benelux.

The Tour de France has been in play for 108 years, with more than 100 hours of television programming on the U.K.’s ITV4 dedicated to the event annually.

“CPLG’s strong record of achievement in regard to major sports brands made them the perfect choice to represent the Tour,” says Frederic Viargues, merchandising and licensing manager, Amaury Sport Organisation, organizers of the Tour de France. “We are sure they will be able to maximize the huge potential offered by the brand throughout the U.K. and Benelux.”

"The Tour de France is not only one of the most iconic occasions in the sporting calendar but also taps into the ever increasing popularity of cycling as a leisure pursuit,” says Nicola Thompson Senior Commercial Manager, CPLG U.K. “This gives us a very solid platform to build on in the U.K. and we will be looking to work with partners across a wide range of categories who compliment the strong licensing program that already exists in other territories."