Further sponsor for Tour de Suisse, 26. December 2011

The organisers and promoters of the Tour de Suisse, IMG (Schweiz) AG, have gained Le Gruyère AOC as a further sponsor for the second-highest sponsorship category in the Tour de Suisse.

Broadcast in over 100 countries

The Tour de Suisse is the fourth-biggest cycle tour in the world and its long tradition and popularity make it the largest regular annual event in Switzerland. This year’s 75th anniversary edition of the Tour de Suisse was shown on TV in over 100 countries.

The Swiss cheese maker Le Gruyère AOC would like to take even more advantage of these attributes in future, so it will be moving up from Co-sponsor (category 3) to Official Sponsor (category 2) by 2014.

Award ceremony and media presence

As an Official Sponsor of the Tour de Suisse, Le Gruyère AOC will honour the winners of the day, so it will be seen on TV screens both at home and abroad. Not only will Le Gruyère AOC further enhance its presence in print and TV advertising, it will also have the opportunity to showcase itself directly to around one million people on the actual route. Le Gruyère AOC will additionally make use of the hospitality areas at the start and finish for the purposes of customer relationship management.

Krucker: “A perfect match”

“The Tour de Suisse offers the opportunity to communicate directly with a wide audience and, at the same time, represents values such as tradition and quality. As traditional Swiss enterprises with an international outlook, Le Gruyère AOC and the Tour de Suisse are a perfect match,” comments Jürgen Krucker, Managing Director of IMG (Schweiz) AG, on the marketing approach.

The Tour de Suisse 2012 will start in Lugano on 9 June. The ninth and final leg will finish in Sörenberg on 17 June.