Continental supersizes agri range for Tour de France

They are a stoic bunch and nobody has come forward to seek professional help so far, but participants in the Tour de France 2022 may be forgiven for wondering if they’d experienced a collective hallucination during the gruelling 2,081-mile race. For at a strategic location along the 21-stage route between Copenhagen and Paris, cyclists were confronted by the looming presence of an oversized agricultural tyre.

Thankfully a plausible explanation for this apparition exists. Continental, one of the five main Tour de France partners, promoted its agricultural tyre range during the event and brought along an eight-metre-tall inflatable TractorMaster tyre as the centrepiece of its activities. It placed the tyre along the stage route in Lortet, France.

The agricultural range was also represented at the start of the race by a Continental-branded tractor, and giant banners bearing the motto La Passion de la Terre (passion for the land) were clearly visible during Tour de France aerial coverage.

This is the second year that Continental has promoted its agricultural portfolio during the Tour de France. The company commenced its partnership with the race in 2018 and previously highlighted its car and bicycle tyres during the event.