VELUX brings global cycling partnership to life through customer and partner engagement at Tour de France events
As an official partner of the Tour de France and Tour de France Femmes avec Zwift, VELUX will translate its global cycling partnership into meaningful experiences for customers, partners and fans. Through its presence at the world’s most iconic cycling events, VELUX aims to connect audiences with its brand purpose and strengthen relationships across markets.
The Tour de France and Tour de France Femmes avec Zwift rank among the world’s largest sporting events, attracting billions of viewers globally and millions of fans along the race routes.
For VELUX, the races offer a unique platform to connect with customers and partners through shared experiences that bring the brand closer to the communities it serves. VELUX uses the partnership beyond visibility, creating meaningful engagement through on-the-ground activities and fan experiences. These initiatives celebrate the shared values of cycling and the VELUX purpose and DNA: improving everyday living through better access to daylight and fresh air.
The VELUX brand will be present throughout the 2026 races, with the VELUX logo appearing on the back of every rider’s race bib, along the race routes and as a sponsor of the iconic Lanterne Rouge classification, recognising the final rider in the overall standings.
VELUX representatives will engage with customers, partners and cycling fans throughout both races, including public fan zones in Barcelona (2–5 July), Bordeaux (9–10 July) and Tour de France Femmes avec Zwift activations from 31 July to the final stage in Nice on 9 August.
“Cycling gives us a powerful global stage and a unique opportunity to bring our brand closer to customers and partners in ways that truly matter. At the heart of this approach is a clear connection between cycling and our purpose. Daylight, fresh air, teamwork and changing outdoor conditions are fundamental to the sport and directly linked to our mission of improving indoor living environments. Through cycling, we can share that connection with audiences around the world.”
Building a connected global cycling platform
VELUX is currently growing its presence across the global cycling calendar, evolving its partnerships into a strategic platform designed to create lasting impact across audiences and markets. Earlier this year, VELUX announced a multi-year partnership with the legendary Paris-Roubaix one-day race.
“We have come a long way in building a strong, connected cycling sponsorship platform that culminates each year with the Tour de France events. Our ambition is to amplify the impact of our global marketing and brand engagement activities across key markets — and the work has only just begun.”
VELUX will also participate in the Tour de France publicity caravan, with four branded vehicles travelling ahead of the riders each day. The caravan engages roadside spectators through entertainment and giveaways while showcasing VELUX products and highlighting solutions designed to improve indoor comfort through better heat protection.
The men’s Tour de France starts in Barcelona on 4 July and finishes on the Champs-Élysées in Paris on 26 July. The women’s Tour de France Femmes avec Zwift begins in Lausanne, Switzerland, on 1 August and ends in Nice on 9 August.
About the VELUX Group
VELUX roof windows have been bringing daylight and fresh air into peoples’ homes around the world for more than 80 years, creating better living environments. We offer a range of products including roof windows and modular skylights, decorative blinds, sun screening products, and roller shutters, as well as installation and smart home solutions. They help create bright, healthy, and energy-efficient places for people who live, work, learn, and play under the roof. We work globally – with sales and manufacturing operations in 37 countries and around 11,400 employees worldwide. The VELUX Group is owned by VKR Holding A/S, a limited company owned by the Villum Foundation and members of the Kann Rasmussen family. In 2025, the VELUX Group had a total revenue of EUR 2.97 billion while VKR Holding had a total revenue of EUR 4.11 billion. The same year, the Villum Foundation and the VELUX FOUNDATION donated a total of EUR 306 million in charitable grants. For more information about the VELUX Group, visit velux.com.
About A.S.O.
Amaury Sport Organisation is a creator and organiser of world-class international sporting events. Specialising in "out-of-stadium" sports, A.S.O. has in-house expertise across every aspect of the delivery, media operations and commercialisation of sporting competitions. It operates its own portfolio while also utilising its skills and experience at major sporting events worldwide. Each year, A.S.O. organises more than 300 days of competition across approximately one hundred events in 35 countries. Headquartered in Paris, the company relies on a network of international subsidiaries in the United Kingdom, Germany, Spain, Belgium, Norway and Saudi Arabia. Active across numerous sports, A.S.O. organises a host of prestigious events including the Tour de France, Paris-Roubaix Hauts-de-France, Liège-Bastogne-Liège, La Vuelta, and the Lidl Deutschland Tour, as well as amateur cycling events such as L'Étape du Tour. In motorsport, it organises the Dakar and promotes the World Rally-Raid Championship, the W2RC. A.S.O. also organises and develops a wide range of running, trail, mountain biking and gravel events around the world, which brought together more than 400,000 participants in 2025. The company is also recognised for its expertise in sports content production and distribution. Amaury Sport Organisation is a subsidiary of Groupe Amaury, a media and sport group and owner of L'Équipe.