M&M'S® Joins the Tour de France Adventure as an Official Partner, Celebrating 50 Years of European Excellence

M&M'S® Hits the Road for Tour de France

M&M'S®, the globally recognized chocolate candy brand, is stepping onto the world stage as an official partner for the prestigious Tour de France and Tour de France Femmes. This marks a significant milestone as it is the brand's debut at this legendary sporting event, showcasing its vibrant energy and global presence. The highlight of this partnership is a spectacular and engaging traveling caravan that will journey alongside the race route, bringing a unique experience to fans all over the world.

The Tour de France stands out as one of the most celebrated athletic spectacles, captivating millions of viewers each summer. With a passionate and expanding fan base in the United States, the partnership between M&M'S® and the Tour de France emphasizes its broad cultural impact and aligns perfectly with the brand’s vision of joy and celebration.

The caravan will kick off from the iconic Mars production facility in Haguenau, Alsace. This manufacturing site has been operational for over 50 years and is responsible for producing over 50 billion pieces of M&M'S® annually. This astounding figure translates into enough candies to cover 132 times the entire distance of the Tour de France 2026 route. Furthermore, approximately 70% of the output from the Haguenau plant is exported to around 40 countries, showcasing the plant's significant industrial expertise and reach.

Victoria Abramova, President and CEO of Mars Wrigley France, stated, "At Mars, we believe in the power of bringing people together. The Tour de France and M&M'S® share common values of joy, connection, and shared moments of celebration. This partnership is a brilliant reflection of that spirit, allowing us to engage millions of fans on the road and on screens worldwide during one of the most prestigious events in global sports."

An Exciting Caravan Experience

The newly introduced M&M'S® caravan is designed to be an immersive and mobile theatrical experience, engaging both men’s and women’s Tour de France races. Equipped with six vibrant custom vehicles, this eye-catching caravan boasts over 600 giant M&M'S® candies, creating a whimsical spectacle along the race route.

Fans can expect an interactive storytelling adventure that follows beloved M&M'S® characters on a quest to find Yellow, disguised as a Tour de France spectator. The caravan also aims to engage the audience through a variety of exciting activities including the distribution of thousands of M&M'S® sample packs, exclusive giveaways, and opportunities to meet the brand's popular spokescandies at various stops along the route.

Bringing a well-known and cherished brand like M&M'S® to such a globally watched sporting event epitomizes Mars' innovative spirit in consumer-centric and experiential marketing. This partnership not only opens doors for remarkable cultural engagement but also fortifies the brand's efforts in creating memorable and joyous moments that resonate with sports fans across the globe.

In addition to its candy offerings, Mars, Incorporated holds a robust portfolio that includes pet care products and food brands that contribute to the happiness of millions around the world. With a commitment to quality and responsible business practices, Mars stands as a major player in the global market.

So whether you're a cycling enthusiast or a fan of M&M'S®, this summer's Tour de France promises to be an exhilarating experience, further enhanced by the presence of one of the world's favorite snacks. Follow the caravan along the route to join the fun and witness the celebrated intersection of sports and joy!

For more information on Mars and its initiatives, visit www.mars.com.