By Ben Atkins in Paris
Le Crédit Lyonnais announced its agreement with the Tour de France's organiser ASO to continue as a partner and sponsor of the race's yellow jersey for a further five years. The French bank has been a sponsor of the Tour de France since 1981, and yellow jersey sponsor since 1987. This new deal means that the public will see its LCL logo on the iconic maillot jaune through to the 2013 race.
LCL cited the massive brand exposure afforded by the Tour de France as the primary reason for the decision to renew its agreement. "I am delighted with the renewal of our engagement as sponsor of the maillot jaune," said LCL's Director General Christian Duvillet. "For a large bank like LCL it is an exceptional opportunity to show ourselves to our clients and the public."
Each year 15 million spectators see the race live from the side of the road and 85% of French people have seen images of the Tour on television. Thanks to this massive shop window, LCL says that 8 out of 10 French people now recognise its name.