Beiersdorf’s Nivea Sun has secured a five-year deal to serve as the Tour de France’s official sun protection sponsor. The collaboration seeks to boost brand recognition while embodying Nivea’s principles of unity, trust, and care through the iconic cycling event.
The partnership will see Nivea Sun create consumer-centric experiences and activations across the summer cycling season, according to Beiersdorf, the owner of Nivea Sun. This includes the Tour de France Femmes avec Zwift, a multi-day women’s road cycling race through France and Switzerland.
Nivea will target consumers with its branded advertising caravan, offering product sampling along the race route, interactive mobile activations, and presence in fan parks and event villages. Fans can also discover Nivea products at the events and through dedicated retail activations.
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A Tour de France Limited Edition will be available in stores and online, and the partnership will generate consumer-centric visibility across television, digital, and social media channels, out-of-home advertising, and in-store communications.
Beiersdorf CEO Vincent Warnery said, “Just like the unmistakable scent of Nivea sunscreen, the Tour de France brings cherished memories that connect people across generations. This partnership is a celebration of people coming together, sharing unforgettable moments, and enjoying life outdoors.”
Yann Le Moënner, CEO of Tour de France organizer Amaury Sport Organisation, added that Nivea and the Tour de France are united by a common ambition to bring people together and make outdoor experiences enjoyable and memorable. He noted that promoting effective sun protection is an important part of enhancing the experience for millions of fans who gather along the route each summer.
