Continental shakes things up for Tour de France

Continental Tyre, official partner of the Tour de France from 2018 to 2022, has earlier today announced that it is upgrading its sponsorship to Main Partner of the race in 2019 alongside LCL, E.Leclerc, Krys and Skoda.

As one of the five Main Partners to the event, Continental is said to enjoy greater visibility throughout the Tour with their logo appearing on the arch above the finish line as well as on the “flamme rouge” arch, one kilometre from the finish.

The tyre manufacturer will be exploiting the magnetic attraction of the race to call for drivers and cyclists to show more consideration for each other through its “Sharing the Road” and “Stay Wider of the Rider” campaigns. And on its website, Continental will be offering Tour fans tips on traveling to and from the various stages in safety. In addition, well before the riders pass by, the tyre manufacturer will again be offering free mobile tyre checks for vehicles parked along the route. On the course itself, for the first time ever, dangerous corners will be highlighted for riders and support-vehicle drivers with special warning signs in bright Continental yellow.

The history of tyre manufacturing at Continental stretches all the way back to 1892 when the first air-filled “Pneumatics” bicycle tyre was produced, while the first car tyre followed in 1898. That makes Continental the tyre manufacturer with the longest tradition in Germany. Today the company is working to enhance its two-wheeler and car tyres by sharing some of the same technologies. By way of example, the “Black Chili” compound provides high grip not only in Continental bicycle tyres but in the company’s high-performance car tyres as well.

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Papi Mabele

Papi Mabele has a marketing background, he is a digital marketing expert with extensive experience in launching and building global brands in the emerging markets. Papi is also an avid tech writer, enthusiast and all round tech junkie. As a freelance writer and analyst he has been numerously published in Popular Mechanics (SA), GQ South Africa, Premier Magazine, Driven Magazine, Bloem News, Courant, The Weekly, Enthooze Magazine and PiE magazine amongst others.