M&M's Hits the Road on Cycling's Tour de France
As an official partner of the 2026 Tour de France, Mars Inc.’s M&Ms brand is using the cycling event to connect with its growing U.S. fan base through consumer-first, experiential activations thousands of miles away from the event itself.
The partnership marks the brand's first time participating in the global sporting event. The centerpiece of the activation is an interactive caravan traveling alongside the men's and women's races in six custom vehicles carrying more than 600 oversized M&M's candies. Vibrant, colorful displays designed to engage fans on the road and on screens worldwide support the campaign’s messaging.
An interactive storytelling route follows the brand’s spokescandies on a cycling adventure in search of Yellow, which has disguised itself as a Tour de France spectator.
The program offers extensive spectator engagement opportunities, sample packs of M&M’s, and exclusive giveaways and chances to meet some of the brand's spokescandies along the route.
While the caravan travels in France, M&M’s is promoting the partnership in the U.S. through media coverage in sports and lifestyle outlets, highlighting the brand’s first-time involvement.
Social media campaigns and digital storytelling through the brand’s dedicated website and Facebook, Instagram, LinkedIn and YouTube channels are also connecting American viewers who are tuning in to the event.
Further, a cross-promotion effort between indoor virtual training app Zwift and the Tour de France Femmes was designed to reach cycling enthusiasts in the U.S.
"We believe in the power of bringing people together," Victoria Abramova, president and CEO of Mars Wrigley France, said in a media release. "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."
M&M’s has a multi-year agreement with Tour de France that will last through 2028. According to the company, the U.S. campaign is designed to turn the Tour de France into a shared cultural moment for fans, whether they're watching roadside in France or from home.
The Tour de France runs from July 4 to July 26, starting in Barcelona and finishing on the Champs-Élysées in Paris.
