APPLICATIONS FOR THE 2024 CYCLE CITY LABEL ARE OPEN

Biofreeze, a refreshing wind on the Tour de France Femmes avec Zwift

The Tour de France and the Tour de France Femmes avec Zwift welcome Biofreeze as a new official supplier for the next three years.

Biofreeze is a Reckitt Benckiser Healthcare France pharmaceutical laboratory brand that specialises in manufacturing pharmaceutical products. Biofreeze temporarily relieves minor muscle and joint pain thanks to its cooling relief.

Biofreeze is your daily ally, aiming to help users continue to live their lives to the full. With this partnership, Biofreeze demonstrates its commitment to promoting values shared with the Tour de France: motivation and determination, sharing, and, more importantly, pleasure.

Muscle and joint pain are an inconvenience everyone experiences at some point in their lives, whether they're athletes or not, a Tour de France champion or an everyday cyclist. To share with as many people as possible the benefits of its solutions, which provide a sensation of rapid cooling, Biofreeze will participate in the biggest international cycling event by joining the iconic Tour de France caravan and meeting the public.

Biofreeze's range of products uses cold sensations to block the pain signal sent to the brain, thereby relieving muscle and joint pain. The more than 10 million spectators of all ages on the roadsides will, therefore, benefit from relief advice after a day of intense emotion and effort. The growing number of spectators cheering on the peloton will also be able to try the cooling relief. It's a great summer festival during which Biofreeze will demonstrate its commitment to the values of determination, sharing and fun!

Russell Taylor, regional director, Reckitt Benckiser Healthcare France Benelux:
"We are proud to announce that Biofreeze is joining the Tour de France and the Tour de France Femmes avec Zwift as an official supplier. We aim to get closer to our patients and encourage everyone to stay active and move forward. This iconic collaboration embodies our commitment to health and wellbeing while underlining our desire to encourage everyone not to let pain stop them from being active and enjoying life."

Julien Goupil, director of media and partnerships at A.S.O.:
"It's a pleasure to welcome a partner who shares our values of sharing and determination. Biofreeze's commitment to both the Tour de France and Tour de France Femmes avec Zwift reflects the brand's motivation to take advantage of the unique proximity to consumers offered by cycling in its entirety."

©A.S.O.

De gauche à droite :

Christian Prudhomme, directeur du Tour de France ;

Biofreeze : Marie-Laetitia Devineau, marketing director ; Pauline Istin, CMM OTC ; Ludivine Lourenco, head of media ; Lauren Freshwater, brand manager ; Russell Taylor, regional director ; Camille Beghin, senior comms planner 

Marion Rousse, directrice du Tour de France Femmes avec Zwift