PLUS: it's not a Trek bike given away in the programme comp this year, it's an Orbea Euskaltel Euskardi team race bike replica, thanks to a deal done by East Coast Distribution

Halfords sponsors ITV2’s Tour de France coverage

Orbea is a Basque brand and is imported into the UK by East Coast Distribution of Deeping St James.

Charles Ashwell, ECD’s business development manager, said:

"We are delighted that we have secured this deal. Not only does it help us raise the general awareness of Orbea, but also reinforces our commitment to our growing network of dealers.

"The sense of identity, individualism, and passion for cycling that is so evident in the Basque region really comes through with the cycles that Orbea produce."

Tel: 01778 342207.


Halfords isn’t just ITV2’s TdF sponsor, the company is also airing a TV ad campaign that is ruffling a few feathers. Buy your children’s bikes from Halfords, or safety might be being compromised, is the message of one of the ads, mirroring one of last year’s print campaigns from Halfords. It features two dads, one of whom bought his son’s (Apollo) MTB from Halfords. The other dad mocks his son’s riding skills and pushes him (and his oversize 1980s road-style bike) into a park bench!

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