CANYON PARTNERS WITH L’ÉTAPE DU TOUR DE FRANCE TO ENRICH AND INSPIRE CYCLISTS’ EXPERIENCE. A four-year partnership with L’Étape du Tour de France allows Canyon to support 16,000 cyclists on the mythical Tour de France route to Alpe d’Huez.
Source: Press Release – Photos: Canyon
Canyon Bicycles, a global leader in direct-to-consumer bike sales, announces a new four-year partnership with L’Étape du Tour de France, becoming a major partner of the world’s most iconic sportive.
Together, Canyon and L’Étape du Tour de France share a common ambition: to inspire cyclists to ride, push their limits, and experience cycling in its purest form.
Today, Canyon is at the heart of some of the most inspiring cycling events in the world. L’Étape du Tour de France now complements this commitment, connecting Canyon to the most iconic universe of road cycling, the Tour de France, and allowing the brand to support cyclists across the entire spectrum of the sport.
Canyon, Ultimate CF SLX, South Tyrol, Dolomites, Tino Pohlmann
L’Étape du Tour de France offers a unique experience. Indeed, it is an opportunity for amateur cyclists to live the experience of a professional rider.
On July 19, 2026, more than 16,000 cyclists from around the world will start the 34th edition of L’Étape du Tour de France, with a 170-kilometer route between Le Bourg-d’Oisans and Alpe d’Huez. Already sold out, the event represents one of the most demanding and inspiring challenges in amateur cycling.
Through this partnership, Canyon’s ambition is clear: to make L’Étape du Tour de France a benchmark in cycling experience, building on the expertise and know-how developed over 13 years of partnership on the Roc d’Azur CIC. This experience now allows Canyon to deploy proven activations and cyclist-centric experiences, designed to support them before, during, and after the event.
« L’Étape du Tour de France embodies the passion for cycling and the energy of a community united by challenge », declares Rodolphe Beyer, CEO of Canyon France. « By strengthening our commitment to all cyclists, whatever their practice, through major popular events in all key disciplines: Gravel, triathlon, mountain biking with the Roc d’Azur CIC and now on the road with L’Étape du Tour de France, Canyon wishes to create moments of sharing that make cycling live well beyond competition. »
« Already firmly established in the world of global cycling, we are very happy to welcome it as a Major Partner of L’Étape du Tour de France, and to allow our participants to get closer to a brand driven by the same demand for performance, a taste for innovation and a strong commitment to the cycling community», adds Yann LE MOENNER, General Manager of Amaury Sport Organisation.
The partnership between Canyon and L’Étape du Tour de France will extend from 2026 to 2029 and will include a presence within the event village, as well as bibs made available through exclusive Canyon initiatives for the 2026 edition, which is already sold out.
Through this commitment, Canyon reaffirms its desire to continue investing in events that inspire, attract new participants, and continue to motivate those who have been riding for many years.
