Danone x Tour de France
Danone & Danette Join the Tour de France: A New Chapter of French Heritage, Celebration & Sport
Danone’s dessert brand Danette is entering a multi-year, high-visibility partnership with the Tour de France and Tour de France Femmes avec Zwift, starting in 2026. More than just a sponsorship, the deal underscores shared French values, community, and support for women’s sport, highlighted by the involvement of Pauline Ferrand-Prévôt, the 2025 Tour de France Femmes winner.
What’s New in the Danone Tour de France Deal
- Official supplier status: From 2026, Danette will become an official partner / official supplier for both the Tour de France (men’s) and the Tour de France Femmes avec Zwift.
- Duration: The partnership runs for three editions (2026-2028).
- On-site presence & activation: Danette will be part of the iconic Tour caravan, engaging with the public along the race routes. Also in stores and via communications campaigns.
- Brand values: Danette emphasises local French production (25 sites in France), regional pride, togetherness, family enjoyment, and authenticity.
Pauline Ferrand-Prévôt: The Face of the Partnership
- Ambassador & Champion: Pauline Ferrand-Prévôt will be a key figure in this new sponsorship. Already winner of the Tour de France Femmes 2025, she becomes an ambassador for Danette.
- Extended collaboration: The deal builds on her past relationship with Danone/Danette (e.g. sponsorships at Paris 2024, etc.).
- Promoter of women’s cycling: Danone is using this as an opportunity to support women athletes and the growth of women’s cycling, aligning its brand with gender equity in sport.
Shared Heritage, Values & Why This Matters
| Element | Importance / Why It Resonates |
|---|---|
| French Roots & Local Production | Danette is deeply rooted in everyday French life; having 25 production sites ties the brand to local communities. The Tour de France is similarly woven into French cultural identity. |
| Togetherness & Public Engagement | Danette’s involvement includes public activations (caravan, race route presence, stores) reinforcing connection with fans and communities. |
| Support for Women’s Sport | Sponsoring both men’s and women’s editions, and elevating female champion Pauline Ferrand-Prévôt, shows a commitment to gender equity in cycling. |
| Longevity & Consistency | A multi-year deal (three years, 2026-2028) provides stability and an opportunity for deep, meaningful brand integration. |
What Danone & Danette Get Out of It – What Fans Can Expect
- Visibility & association with one of France’s largest summer sporting events (both in media, live spectators – 3.5 to 4 billion people across 190 countries, and 12 million roadside spectators).
- Brand love & loyalty: Being seen supporting favourite athletes and national races builds emotional connection.
- Retail & promotional tie-ins: Activations in stores, limited campaigns, and probably special packaging or promotions around the Tour.
- For fans: More immersive experience. Perhaps opportunities at race routes through “La Caravane du Tour de France“ to engage, see Danette’s activation, be part of events, and enjoy the spectacle.
Why This Partnership Is Brilliant
- It unites heritage & modern sports culture: Danette is a tradition in French households; Tour de France has mythic status. The partnership reinforces both.
- It elevates women’s cycling in a mainstream, visible way. That has social impact, and is increasingly important for public perception, media coverage, and sponsorship value.
- The activations (caravan, road-route presence) mean the partnership won’t be static or invisible—it will deliver experiences.
- Multi-year commitment allows both brand and event to build collaboratively instead of short bursts.