# Tour de France Marketing Branded Merchandise for Fans By Bianca | Published 2008-07-12 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/tour-de-france-marketing-branded-merchandise-for-fans References: [trendhunter](http://www.trendhunter.com) The Tour de France, like many sporting events, is used as a marketing opportunity for event- or [sponsor-branded merchandise and memorabilia](https://www.trendhunter.com/trends/blackpink-x-paris-saintgermain). There are 21 stages set up along the race, which begins July 5th and July 27th, and each location becomes an opportune location for advertisers to target fans. When the cyclists passed through the western France city of Saint-Malo, promoters tried to sell [the canary yellow bags](https://www.trendhunter.com/trends/dream-together) to fans. Judging by the photo, spectators seemed disinterested in the merchandise and fixated on the racing track. When the cyclists aren't present, however, shopping could become therapy to deal with boredom. Marketing continues on the web with sales of items like the featured Lance Armstrong poster which reads, "Pain is temporary. It may last a minute, or an hour, or a day, or a year, but eventually it will subside and something else will take its place. If I quit, however, it lasts forever." There are also other Armstrong items like the Lance Armstrong 7X Champion Commemorative Framed Photographs selling for $225. Key merchandise sales are likely derived from clothes, however, and include some of the items in the gallery. Let's not forget that each Le Tour de France kicks off with the 20 km long procession of the "[Publicity Caravan](https://www.trendhunter.com/trends/experiential-tour)" which pits 43 brands against each other, battling it out for attention by decorating 200 floats, entertaining fans and giving out about 15 million gifts. Here are some more articles on the Tour de France: ## Trend Insights (Trend Hunter) - Score: 2.0/10 - Popularity: 39% | Activity: 13% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Key Themes Behind This Trend - **Sporting Event Merchandise:** The Tour de France is just one example of many sporting events being used for marketing opportunities for event or sponsor-branded merchandise and memorabilia. - **Online Marketing Sales:** Online sales for Tour de France merchandise offer a chance for companies to expand their reach to a global audience. - **Publicity Caravan Advertising:** The Tour de France features a 20km procession of the Publicity Caravan, which pits 43 brands against each other by decorating 200 floats and entertaining fans with giveaways and gifts. ### Where This Applies - **Sportswear and Apparel:** Sporting events like the Tour de France rely heavily on clothing sales for merchandise. - **Online Retail:** With the popularity of online sales of sporting event merchandise, companies can find disruptive innovation opportunities in global e-commerce. - **Automotive Industry:** The Publicity Caravan of the Tour de France presents an opportunity for car companies and other automotive industries to advertise and gain brand exposure. ## Related on Trend Hunter - [Limited-Edition Indoor Bikes](https://www.trendhunter.com/trends/tour-de-france-indoor-bike.md) - [Long-Distance Cycling Apparel](https://www.trendhunter.com/trends/brevet.md) - [EDC Bicycle Race Knives](https://www.trendhunter.com/trends/opinel-2022-tour-de-france-no08-folding-knife.md) - [France-Themed Wine Tastings](https://www.trendhunter.com/trends/france-themed-wine-tasting.md) - [Motorsport-Style Joint Apparel](https://www.trendhunter.com/trends/carnival-x-toyota-gazoo.md) - [Sailing Race-Inspired Fashion Capsules](https://www.trendhunter.com/trends/americas-cup-barcelona.md) - [Motorsport Micro-Sponsor Programs](https://www.trendhunter.com/trends/gresini-squad.md) - [Luxury Motorsport Collaborations](https://www.trendhunter.com/trends/louis-vuitton-and-formula-1.md) - [Sports-Themed Pet Products](https://www.trendhunter.com/trends/petsmart-team-usa.md)