Published on 11th June, 2024
BYGMA NEW SPONSOR OF TOUR DE FRANCE
Bygma new sponsor of Tour de France – Grand Départ Copenhagen 2022. When the Tour de France 2022 starts it’s on Danish soil. Three stages taking place in Denmark: Copenhagen, Roskilde-Nyborg and Vejle-Sonderborg.
”It’s a unique opportunity when the Tour de France is taking place in Denmark – probably a once in a lifetime. Therefore, as the biggest Danish owned supplier of building material we want to support and help make a difference as one of the race sponsors”, says CEO of Bygma A/S, Klaus Hadsbjerg.
”It’s a great pleasure to announce the Bygma partnership which has always been supporting Danish sport. We are sure that Bygma will contribute greatly celebrating the Tour de France and cycling in general in Denmark. Bygma is a fantastic match for Grand Départ Copenhagen Denmark”, says Alex Pedersen, Director of Grand Départ Copenhagen Denmark.
Danish cycling is experiencing a fantastic development where many established names and young talents impress the world of cycling with their remarkable achievements. In 2019, a record of nine Danish riders were selected for the Tour de France, and in 2020 Soren Kragh Andersen won two stages in the prestigious race.
Quality and Covid-19
The combination of the many fantastic Danish cycling results and the Covid-19 lockdown have resulted in many more people choosing cycling as their choice of exercising with the opportunity of enjoying the nature simultaneously. “We see a great interest for cycling amongst our customers and employees. It’s a great opportunity to combine network and exercise, and simultaneously have the freedom to bring out the bike whenever it fits into a busy day”, Klaus Hadsbjerg continues.
Bygma has previously been a main sponsor of the Danish handball men’s national team. They gained a fantastic knowledge about activating a sponsorship – creating experiences and involvement around it generating extra value. Tour de France – Grand Départ Copenhagen gives us the opportunity to create some very unique experiences for our customers, opportunities to get close to a race, which probably will only take place in Denmark this one time”.
Ambitious partner
At ASO, the organisation behind the Tour de France, they are very excited about this partnership and sees a great match between Bygma’s values as proudness, tradition, hard work and perfection, and cycling’s values where hard work and perfection is the key to success.
“We are very proud that Bygma becomes one of our sponsors at Tour de France – Grand Départ Copenhagen. Bygma is very well-known in Denmark and has the same goals as the Tour de France, who wishes to share the moments of joy with the Danes – regardless of where in the Danish streets people choose to watch the fantastic, international cycling show spread over three stages. It’s an event never been hosted in Denmark before and the whole world is watching. We are looking forward to offer Bygma’s customers some very unique experiences in Denmark as well as at the finish line in Paris”, says Laurent Lachaux, sales and partnership director at Amaury Sport Organization (ASO).
The Bygma Group employs approx. 2,500 people spread across more than 100 business unities in the Northern Europe. The company is the biggest Danish owned supplier for the construction industry with activities within sales and distribution of building material for both bigger and smaller constructions. In 2020, the Bygma Group had a turnover of approx. 9.4 billion DKK.
f Sports Group is exclusively facilitating partnerships for the Grand Départ Copenhagen Denmark 2022, and is very excited about the announcement of the Bygma partnership. It’s a partnership with great branding synergies, which benefits both parties involved and last but not least the 2022 edition of the annual #1 sport event in the world – the Tour de France.