McCain Named Official Fries of the Tour de France in Five-Year Deal
VILLENEUVE-D'ASCQ, France — June 3, 2026 — McCain, a global leader in frozen potato products, has signed a five-year agreement to join the Tour de France as an official partner, designating the brand as the "official fries of the Tour de France" starting with the 2026 edition.
The partnership marks a return to the event for McCain, which previously served as a Tour sponsor from 2014 to 2018. The brand aims to leverage the massive audience of the iconic cycling competition, which attracts millions of spectators along the route and over 150 million TV viewers across Europe.
Campaign Activations
McCain will activate the partnership through a series of fan-facing and retail campaigns, including:
- Fan Zone Food Trucks: Operating a flagship food truck at the foot of the Triumphal Arch in Barcelona from July 2 to July 5, followed by a second site in Bordeaux during Stage 7 on July 10.
- Co-Branded Packaging: Rolling out Tour de France branding across seven consumer retail products and two dedicated foodservice packaging lines in France.
- Broadcasting & Digital: Executing a six-week national television advertising campaign in France running alongside targeted digital and social media campaigns.
"The Tour de France is a global event that brings together hundreds of millions of people every year," said Julien Tomei, Managing Director of McCain Foods in Europe, Middle East, and North Africa. "This ability to connect people through simple, positive moments aligns directly with the values of McCain."
Julien Goupil, Director of Partnerships and Media for the Tour de France, added: "Welcoming this iconic brand back among our partners is a natural fit. This return reflects our shared ambition to continue creating inclusive moments of connection."
