For many, the Tour de France is the image of the grandfather collecting sweets and bobs Cochonou with his grandchildren while waiting for the riders at the side of the road. But this image, a bit of a caricature, is no longer the only illustration of the immense popular celebration of the biggest free sporting event in the world.
In recent years, the sausage brand’s bob has always been eagerly awaited by the public. But the public has changed. It is increasingly younger, often between 15 and 35 years old, the second age group of viewers. And these young people now proudly wear the Tour’s derivative products, previously considered uncool, in the evening, at festivals or at concerts.
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