FLORHAM PARK, N.J. (BRAIN) — PowerBar, recently purchased by Post, has agreed to extend its sponsorship of the Tour de France through 2018, the company announced Thursday.
PowerBar has sponsored the race for more than a decade. PowerBar's original bar was introduced to the cycling community at the 1986 Tour, when the 7-Eleven Team used them in the team's first appearance in the race.
A commemorative PowerBar Tour de France consumer sweepstakes and custom online content program will be launched in April.
"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."
