Waze has announced that it has agreed a three-year deal to sponsor the Tour de France, as the event returns for its 109th edition.
Sponsoring both men’s and women’s events, the Google-owned GPS navigation firm will become the Tour’s first ‘Official Traffic Manager’ providing tools, data and insight to drivers, athletes and fans. As a result of the partnership, the Tour becomes one of over 300 Waze Global Event Partners.
Before the race, Waze volunteer map editors will update the service’s database with 4,000 km of road closures, start and finish points and temporary car parks. The service will also provide live traffic speeds to maximise road safety around the event.
As part of Waze’s role as an official Tour sponsor, it will also provide logistical support to the race. Additionally, four safety cars and one guest car in the Tour ‘caravan’ will feature Waze branding, increasing awareness and visibility.
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“This year, the Tour de France and the Tour de France Femmes avec Zwift will cover 4,357 km of roads,” Amaury Sport Organisation media & partnerships director, Julien Goupil said.
“Each stage requires safety measures and traffic adjustments. Waze’s acclaimed expertise is an invaluable asset for the Tour de France experience for spectators and professionals who follow us on a daily basis.
He added: “They will have better guidance to reach the points of passage of the Tour’s champions. This partnership will bring spectators closer to the race.”
