The jellow yersey sponsor of the Tour de France since 1981 which -as one of the main sponsors- is a member of the Club du Tour de France, the French bank LCL, introduced a new VISA creditcard this week which is co-branded LCL and Tour de France.

In France banks are allowed to introduce co-branded creditcards since the first of October 2007 and after the Carte Collector Vélo, which was available from the 2nd of May until the 31st of August 2007 for the Tour de France 2007, LCL now has chosen A.S.O., the organisor of the Tour de France, for its first co-branded creditcard.

The creditcard and its additional benefits

LCL's Tour de France creditcard is available until the 31st of August 2009 and provides acces to specific benefits at cycling related companies:
- The Boutique Officielle (online shop) of the Tour de France with a 10% discount on any orders above 50€
- Rue du Vélo with a 5% discount
- L'Equipe TV which offers 30 numbers of L'Equipe online for the price of 20, gives a 30% discount on the L'Equipe photo collection and 1 month free access to discover L'Equipe TV Live
- Carrefour, the sponsor of the polka dot jersey in the Tour de France, which gives a 5% discount on gift vouchers
- Go Sport with a 10% discount on gift vouchers

A choice between four images

LCL's customers who chose to buy this VISA creditcard with the Tour de France brand can choose from four images: one with just the Tour de France logo, one with an image of France and a cyclist, one with the tissue of the yellow jersey and the last one, my favourite, with a bike's pinions, one of them being yellow.

The game

On the website which is dedicated to this LCL Tour de France creditcard you can find all information about the card, the benefits as mentioned above and the partners of the card. In addition to this, the website also contains a game with three very easy questions which allow participants to win a Crossroad 5 bike, a yellow jersey, the book Tour de France - Le Ventoux - Sommet de la Folie, the game Pro Cycling Manager, a Go Sport € 30 gift voucher, a rain coat and a Haribo candy box.

LCL's press release indicates there will be four of such games in collaboration with Haribo and L'Equipe from April till July 2009.

Christian Prudhomme's reaction

Christian Prudhomme, director of the Tour de France and director cycling within A.S.O., said about this creditcard: I'm very happy that such a long and solid partnership as the one between the Tour de France and LCL becomes even more visible today with our both logos appearing on a creditcard.

door Thomas Vergouwen
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this publication is published in: Tour de France 2009 | Tour de France | Marketing

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