Nestlé to sponsor Tour de France

Nestlé will be peddling spring water on the Tour Keystone

The Swiss multinational, Nestlé, has announced it is to sponsor the Tour de France cycle race, despite the recent doping scandals which have tarnished the blue riband event.

This content was published on May 11, 2001 - 08:59

Nestlé is hoping to use the 3,462 km race, which runs from July 7-29, to promote its new spring water, Aquarel.

Jeff Caso, Nestlé's senior marketing vice-president, told swissinfo that he could not reveal the exact cost of the sponsorship deal, citing a confidentiality agreement.

But he conceded the figure was close to the 4 to 4.5 million euros (SFr6.1 million to 7 million), quoted in media reports.

Nestlé's decision to sponsor the race is said to have been influenced by the recent introduction of measures to combat doping, which were approved by the International Cyclists Union and the French Cycling Federation.


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