{"id":121870,"date":"2025-07-07T14:51:32","date_gmt":"2025-07-07T12:51:32","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=121870"},"modified":"2025-07-07T14:51:33","modified_gmt":"2025-07-07T12:51:33","slug":"pourquoi-decathlon-intermarche-lidl-et-picnic-participent-au-tour-de-france","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/general\/pourquoi-decathlon-intermarche-lidl-et-picnic-participent-au-tour-de-france\/","title":{"rendered":"Pourquoi Decathlon, Intermarch\u00e9, Lidl et Picnic participent au Tour de France"},"content":{"rendered":"\n

Le plus grand \u00e9v\u00e9nement cycliste du monde ne laisse pas les principaux d\u00e9taillants indiff\u00e9rents. Quatre enseignes internationales seront pr\u00e9sentes dans le peloton au cours des trois prochaines semaines. Pourquoi ?<\/p>\n\n\n\n

Opportunit\u00e9<\/h2>\n\n\n\n

Il va sans dire que ce Tour de France est une grande opportunit\u00e9 pour le d\u00e9taillant sportif D\u00e9cathlon<\/strong> : la course par \u00e9tapes a d\u00e9but\u00e9 \u00e0 Lille, o\u00f9 se trouve \u00e9galement le si\u00e8ge de l’enseigne. Le cyclisme est l’une des cat\u00e9gories prioritaires de l’enseigne, qui souhaite se faire une place dans le peloton professionnel avec sa marque de v\u00e9los Van Rysel. Cette marque a donc ouvert un pop-up shop \u00e0 Lille.<\/p>\n\n\n\n

Decathlon est le sponsor principal de l’\u00e9quipe cycliste fran\u00e7aise Decathlon-AG2R La Mondiale et devra bient\u00f4t chercher un nouveau co-sponsor car le groupe d’assurance se retire. L’\u00e9quipe esp\u00e8re une victoire d’\u00e9tape – peut-\u00eatre avec le Belge Oliver Naesen – et compte sur un bon classement du grimpeur autrichien Felix Gall.<\/p>\n\n\n\n

Rivalit\u00e9<\/h2>\n\n\n\n

La rivalit\u00e9 entre les supermarch\u00e9s fran\u00e7ais est forte dans cette course. Le leader du march\u00e9, E.Leclerc<\/strong>, sponsorise le maillot \u00e0 pois depuis des ann\u00e9es et son rival Intermarch\u00e9<\/strong> est un nom familier dans le peloton en tant que sponsor principal de l’\u00e9quipe Intermarch\u00e9-Wanty, dont fait partie Biniam Girmay qui a manqu\u00e9 de peu de remporter l’\u00e9tape d’ouverture. L’enseigne ouvrira des caf\u00e9s de supporters<\/a> \u00e0 diff\u00e9rents points d’arriv\u00e9e et accorde \u00e9galement une place importante au Tour de France dans ses magasins, notamment avec des images grandeur nature des coureurs participants et la mise en avant de produits aux propri\u00e9t\u00e9s sportives.<\/p>\n\n\n\n

Le sponsoring sportif a \u00e9t\u00e9 une priorit\u00e9 pour Lidl <\/strong>ces derni\u00e8res ann\u00e9es : outre le football europ\u00e9en, le discounter sponsorise \u00e9galement l’\u00e9quipe cycliste Lidl-Trek avec Jonathan Milan, Thibau Nys et Jasper Stuyven, entre autres. Des articles tels que des casquettes, des sacs \u00e0 dos et des chaises de camping feront leur apparition dans les magasins, et des activit\u00e9s seront organis\u00e9es sur les parkings des magasins situ\u00e9s \u00e0 proximit\u00e9 du parcours.<\/p>\n\n\n\n

Pour le supermarch\u00e9 en ligne n\u00e9erlandais Picnic<\/strong>, \u00e9galement pr\u00e9sent en France et en Allemagne, il s’agit d’une premi\u00e8re participation au Tour de France, en tant que sponsor de l’\u00e9quipe Picnic-PostNL. Le d\u00e9taillant souhaite accro\u00eetre la notori\u00e9t\u00e9 de sa marque et a donc choisi un sport particuli\u00e8rement populaire en France et dans son pays d’origine, les Pays-Bas, avec un Fran\u00e7ais (Warren Barguil), un Allemand (Niklas M\u00e4rkl) et deux N\u00e9erlandais (Frank van den Broek et Tim Naberman) dans l’\u00e9quipe.<\/p>\n","protected":false},"excerpt":{"rendered":"

Le plus grand \u00e9v\u00e9nement cycliste du monde ne laisse pas les principaux d\u00e9taillants indiff\u00e9rents. Quatre enseignes internationales seront pr\u00e9sentes dans le peloton au cours des trois prochaines semaines. Pourquoi ? <\/p>\n","protected":false},"author":3,"featured_media":121867,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[25],"tags":[],"people":[],"extra":[43],"company":[361,624,204,545],"topic":[488],"region":[],"class_list":["post-121870","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-general","extra-plus","company-decathlon","company-intermarche","company-lidl","company-picnic","topic-marketing"],"acf":[],"yoast_head":"\nPourquoi Decathlon, Intermarch\u00e9, Lidl et Picnic participent au Tour de France - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Quatre enseignes internationales seront pr\u00e9sentes dans le peloton au cours des trois prochaines semaines. 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