PowerBar today announced that it has extended its partnership with the Tour de France®. The new deal designates PowerBar as the exclusive official energy bar, gel and sports drink for the legendary cycling event through 2018.
The sports nutrition leader has deep roots with the world’s premier cycling event and its elite riders with 2014 marking more than a decade of Tour de France sponsorship for PowerBar. In addition, PowerBar’s Original PowerBar® Performance energy bar that fuels cyclists worldwide today was first introduced to the cycling community at the 1986 Tour when the 7-Eleven Team put the bars to the test as the first American team to compete in the grueling race.
PowerBar feed zones will be offered on-course for riders throughout all stages of the 2014 Tour de France and the company will also proudly present the stage winners throughout the race.
“The Tour brings out the world’s best cyclists every year, where they power through 21 stages and more than 2,000 miles while on their bikes for sometimes six hours a day,” said Frank Jimenez, Global Business Head for PowerBar. “To fuel this journey riders can consume an average of 5,000 plus calories per stage, which can translate to hundreds of PowerBar energy bars, PowerGel energy gels and sports drink consumed by the end of the Tour. We proudly continue our support of this most grueling race.”
PowerBar provides fueling options, training tools and motivation to help athletes push to defy their physical limits. The company’s products are backed by decades of leading edge sports nutrition science and its created-by-athletes-for-athletes product development process. The portfolio includes a line of performance energy products featuring C2MAX, a dual-source energy blend. This C2MAX blend has been shown to improve endurance performance by up to 8%. The portfolio also includes a post-workout protein bar offering formulated to build lean muscle and promote faster recovery after training and competition. In addition to its Tour de France and BMC Racing sponsorships, PowerBar continues to support some of the world’s top endurance events including Ironman, Boston, New York City, CGI Rock ‘N’ Roll and Berlin Marathons, as well as thousands of grassroots endurance events globally. For more information visit powerbar.ca or follow PowerBar on Facebook and Twitter.