Suspicion of doping or not, the Tour de France remains a source of wealth for the event's partners. The entry ticket turns out to be affordable, the benefits massive and the global visibility. Explanations from Ludovic Leray, head of sponsorship at Alcatel One Touch, one of the latest arrivals on the Grande Boucle.
FrancsJeux : At what level is Alcatel One Touch in the long list of Tour de France partners?
Ludovic Leray : On the second level, starting from the top. The brand is an official partner. Above are the four members of the “Club”. Below, the suppliers, then still below the official supporters of the event. Alcatel One Touch, whose parent company is Chinese, joined the Grande Boucle in 2011. This year we benefit from an inlay on the television broadcast of the race, to accompany the information given on the screen. This inlay of our brand name appears on average around twenty times per step. And it concerns the international signal, broadcast in 190 countries.
Are you only a partner of the Tour de France?
No. Our contract with A.S.O also concerns all their cycling events, including the Vuelta and the great classics.
Was this “package” imposed on you by A.S.O?
No. We could have only signed for the Tour de France. But the Vuelta interests us, because Spain is an important market for Alcatel One Touch. And we reach, thanks to the classics, the public in the Benelux.
How much is this partnership costing you?
The budget for our cycling sponsorship amounts, all inclusive, to 2,5 million euros per year.
It's a lot ?
Given the fallout, no. The amount to be spent for comparable visibility, on a global level, would be colossal. It's difficult to measure ROI in terms of sales because people don't buy a smartphone every morning. But the impact of our presence on the Tour is felt on a daily basis, throughout the race. The first year, the public who saw our vehicles passing by in the caravan questioned us about the Alcatel share price. Today they ask us if we distribute cell phones.
Will you stay on the Tour for a long time?
Our first contract was signed for a period of three years. It ends this year. But we are currently discussing the terms of its extension. On the Tour de France, partners stay on average for 18 years.
Do you know of another sporting event that has such appeal for a partner? Roland-Garros, for example?
Roland-Garros does not give the public the same emotion. The Tour de France lasts three weeks. Its audience numbers in the hundreds of millions. And, above all, people do not suffer from advertising, they seek it out with a smile.
Does France remain an interesting country for a sports partnership?
Yes. Its tourist appeal is no longer in doubt. For the Chinese, who lead our group, it is very important that we are present in the Tour de France.
