Halfords And ITV Strike Tour De France Deal

Retailer Halfords has struck a broadcast sponsorship deal with ITV to brand the
broadcaster’s coverage of this year’s Tour de France cycling race.

The deal spans 55 hours of TV coverage on ITV1, ITV3 and ITV4, reaching an
audience of over 1 million adults. As well as a guide to the Tour and up to the
minute news, the ITV website will also provide a link into Halfords’ web
presence.

The Halfords ad idents running in the breaks of ITV’s coverage will focus on
four premium bikes from its exclusive ranges including two from the new Boardman
bikes collection – its own-brand Carrera Vanquish road bike and GT ‘iDrive’
mountain bike.

The sponsorship follows the launch of the new Boardman bike collection,
designed and developed by Olympic champion Chris Boardman MBE.

This year’s Tour de France starts in England for the first time with the
event kicking off this weekend.