Teisseire already knows the route. Before returning to the Tour de France Femmes in 2024 with Zwift, the brand had accompanied the Tour de France for almost a decade, from 2010 to 2018. It now chooses to extend the adventure with ASO until 2029, confirming a presence which is no longer a simple image feedback.
The French brand, number one in syrups and fifth player in the non-alcoholic drinks market in France, claims a turnover of 161.4 million euros in 2025. Its association with the Tour de France Femmes with Zwift allows it to find a setting that suits it naturally: the summer roads, the villages crossed, the families at the edge of the barriers, the caravan, the waiting, the party. This is not territory to be invented. It already exists in collective memory. Teisseire is simply coming to take his place again, with a role cut out for his trademark speech: sponsoring the Combativity Prize.
Since 2024, the brand has rewarded every day the rider who livened up the stage, dared to attack, insisted when the peloton seemed to want to close the race or took their chance before the others. In cycling, this award has always had a special color. For Teisseire, the association is rather happy: it allows us to talk about energy, audacity and desire without placing an artificial discourse on the event.
An old story with the Grande Boucle
The link between Teisseire and the Tour does not begin with this new cycle. Christophe Garcia, general manager of Teisseire France, recalls that the brand was already, in 1957, among the first companies present in the Grande Boucle caravan. The story is all the sweeter as the cyclists’ water bottles are said to have inspired the design of the famous Teisseire water bottles. It’s difficult to make a better connection between the product, the road and the imagination of the Tour.
This seniority gives substance to the partnership. Teisseire can rely on a real familiarity with the event. The Tour is part of its decor. For ASO, this extension is a good indicator of the place taken by the Tour de France Femmes with Zwift, which is no longer only observed with curiosity by advertisers but is beginning to retain partners capable of committing to several editions, with long-term systems.
For ASO, “the presence of a brand as mainstream as Teisseire matters, because it speaks to an audience that goes beyond cycling enthusiasts”. In other words, it brings the event back into a family, accessible, popular universe, exactly where the Tour has always been strongest.
In the wheel of young talents
With the “In the wheel of Maeva Squiban by Teisseire” program, the brand is a logical continuation of its sponsorship of the Combativity Prize. The initiative was launched with Maeva Squiban, Super Combatant of the Tour de France Femmes with Zwift 2025, and aims to support two young talents. The objective: to help them believe in their potential, to get closer to the high level and not to drop out of sport as teenagers. Because we know, 49% of girls abandon sport before the age of 15 due to lack of confidence, role models, means, time or simply a long-term desire.
This work outside the race gives more weight to the partnership. On the Tour, Teisseire naturally benefits from the visibility of the event, its audience and its summer atmosphere. Between editions, the brand exists in a less event-driven register. But just as important… in a social role that many official institutions are no longer able to assume due to lack of means (or ideas).
Alain Jouve
PakarPBN
A Private Blog Network (PBN) is a collection of websites that are controlled by a single individual or organization and used primarily to build backlinks to a “money site” in order to influence its ranking in search engines such as Google. The core idea behind a PBN is based on the importance of backlinks in Google’s ranking algorithm. Since Google views backlinks as signals of authority and trust, some website owners attempt to artificially create these signals through a controlled network of sites.
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