Orangina has extended its partnership with the Tour de France, strengthening its long-standing presence in one of the world’s most visible sporting events.
The agreement, announced on April 9, 2026, confirms that the brand—under Suntory Beverage & Food France—will remain an official supplier of both the Tour de France and the Tour de France Femmes avec Zwift until 2028, in partnership with Amaury Sport Organisation.
Strong performance in fan engagement
Orangina’s involvement in the race has delivered significant exposure and engagement metrics. In 2025, the brand reported 10 million consumer contacts generated along the route, supported by a highly visible presence through its distribution efforts and marketing activations.
Its iconic caravan activation remains a key driver of visibility and fan interaction, earning a 7.8/10 rating and ranking among the most appreciated campaigns according to Kantar.
Expanding activation strategy
For 2026, Orangina plans to expand its marketing footprint with a pre-race initiative called “Avant Tour,” which will include a promotional roadshow across 26 retail locations. This approach aims to extend engagement beyond the race itself and into consumer touchpoints ahead of the event.
A cornerstone of Tour de France atmosphere
According to Tour de France director Christian Prudhomme, Orangina has become a key contributor to the race’s festive environment, with its caravan and on-site activations playing a central role in connecting with fans along the route.
The extension underscores the continued importance of long-term sponsorship relationships in cycling, where brand visibility, fan interaction, and on-the-ground activations remain central to commercial success.