Tour De France Announces Surprising New Sponsorship Decision For Cyclist Jerseys

Published 10/12/2021, 10:44 AM EDT
ORCIERES, FRANCE – SEPTEMBER 01: Arrival / Primoz Roglic of Slovenia and Team Jumbo – Visma / Celebration / Tadej Pogacar of Slovenia and UAE Team Emirates / Guillaume Martin of France and Team Cofidis Solutions Credits / during the 107th Tour de France 2020, Stage 4 a 160,5km stage from Sisteron to Orcieres-Merlette 1825m / #TDF2020 / @LeTour / on September 01, 2020 in Orcieres, France. (Photo by Christophe Ena – Pool/Getty Images)

The French media group, Amaury Sport Organisation, has announced its new partnership with Santini Cycling Wear. The Italian clothing production company is to supply highly esteemed Yellow Jerseys for Tour De France.


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They will also be providing all other jerseys. The jerseys will be for the men’s race, Tour de France Femmes race, as well as for the l’Etape du Tour.


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This puts an end to the cycle of a 10-year-old partnership of A.S.O with Le Coq Sportif, a French brand. The new agreement has been made for 5 years, which will start from the year 2022 to 2027.

Tour De France athletes to get new Santini jerseys

The CEOs of both A.S.O and Santini are delighted by this new agreement.

This agreement shines out in the portfolio of partnerships our company has built up over its 50-plus years in the professional cycling world,” said the CEO of Santini, Monica Santini.

PLANCHER BAS, FRANCE – SEPTEMBER 19: #14 – Tom Dumoulin of Netherlands – Team Jumbo-Visma during his Individual Time-Trial of Stage 20 on September 19, 2020 in Plancher Bas, France. (Photo by Marcio Machado/Eurasia Sport Images/Getty Images)

Santini was heartily welcomed on board by the CEO of A.S.O. Undoubtedly, this is the beginning of a brand new chapter for them.

We are glad and proud to welcome Santini on the Tour de France. A new chapter has opened itself for the leader jerseys of La Grande Boucle,” said the CEO of A.S.O, Yann Le Moenner.

The new agreement will focus on providing creative designs to the world of cycling.

It will offer high-performance products with creative designs to both the elite of world cycling and the regular amateur riders who will once again be present on all the events organized by ASO,” he added.

Marion Rousse appointed as the Director of Tour de France Femmes avec Zwift

The Tour De France Femmes Avec Zwift will have a new director. French former rider and current television analyst, Rousse will be the race director; A.S.O announced this on Sunday, October 10th.

When I was a little girl, I watched the Tour de France on television with admiration, and when I started my career, I suspected that I would never have the opportunity to race in it,” Rousse said to the press.


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Moreover, Rousse felt emotional, as she has once watched the reputed race growing up, this felt like a dream come true for her.

So, of course, I was very proud to be asked to take charge of the Tour de France Femmes Avec Zwift. Especially because we want to do our utmost to make it a dream for little girls to participate.”

What do you think of this newly signed deal?


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Richa Goswami

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Richa Goswami is a US Sports writer at EssentiallySports. As an adherent learner, she uses her journalistic persona to navigate through new skills. Richa has completed her schooling at Don Bosco.