CPLG Reveals Tour de France Plans

Cycling competition aims to add licensing partners following this year’s race.

CPLG has unveiled its plans to expand the licensing and merchandise program for Le Tour de France following its renewal as licensing agent in the U.K. and Eire.

The agency will now focus on securing licensing partners for key categories including souvenir merchandise, publishing, homewares and accessories, as well as promotional partners, to help drive growth.

CPLG will also develop performance and lifestyle product ranges in order to create an all-round proposition for the Tour.

“Le Tour de France continues to be one of the most iconic occasions in the lifestyle calendar, and also benefits from an always increasing popularity of cycling as a healthy living pursuit,” says Daniel McGeehan, brand manager, CPLG U.K. “This gives us a very solid platform to build on in the U.K. and Eire, and we will be looking to work with partners across a wide range of categories who complement the strong brand ethos.”

Le Tour de France is cycling’s premier competition. During the Tour, the race boasts 10 million spectators on the road and 6,300 hours of TV broadcast time. According to CPLG, the brand is currently poised to gain new traction at retail.

This year’s Tour de France concluded July 24.