The Tour de France 2023 came to a thrilling conclusion last weekend, with Jonas Vingegaard of Team Jumbo-Visma emerging as champion for the second consecutive year. Along the storied race’s 2,115—mile route, fans eagerly awaited the arrival of the famous Caravan, which offers participating brands an incomparable marketing platform.

Since its inception in 1930, "la Caravane Publicitaire" has become an integral part of the Tour de France experience. The lively two—hour opening parade precedes the cyclists during the race’s 21 stages, delighting fans lining the roadsides with captivating spectacles and giveaways all the while.

This year's race featured an impressive lineup of more than 35 brands participating in Caravan activations. Notably, TikTok made its grand Caravan debut alongside esteemed global and local brands like E.Lecler, Le Gaulois, Haribo, LCL, and Tourtel Twist, as the boisterous parade amplified the excitement and anticipation of passionate race—watchers eagerly awaiting the cyclists’ arrival.

Team Jumbo-Visma of the Netherlands, this year’s winner, boasts deals with nearly 50 brands. Fourteen percent of its sponsors—including Graze, Dole Food Company, Maurten, Grand’Italia, Virtuoos, and Campina—hail from the Food Products category and have signage on the cyclists’ bikes and jerseys.

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