Why Decathlon, Intermarché, Lidl and Picnic are competing in the Tour de France

The world’s biggest cycling event does not leave leading retailers indifferent. Four international chains are major sponsors in the race over the next three weeks. Why?

Opportunity

It goes without saying that this Tour de France is a great opportunity for sports retailer Decathlon: the stage race started in Lille, where the chain’s headquarters are also located. Cycling is one of the focus categories for the company, which wants to win a place among professional riders with its Van Rysel bicycle brand – hoping to seduce the large group of cycling tourists, of course. That brand therefore opened a pop-up shop in Lille.