McCain Foods, a leading producer of frozen potato products, joins the Tour de France as of the 2026 edition and becomes the “official fries of the Tour de France” for the next five years.
From fan zones to finish lines, fries have long been part of the shared rituals that surround live sport. Through this partnership, the company aims to create memorable moments of connection for spectators across the Tour route.
McCain will activate the partnership from July 2-5, 2026 in Barcelona. The brand will host a flagship food truck in the fan zone, at the foot of the Triumphal Arch, offering spectators a festive experience and the chance to sample its products. A second activation will take place in Bordeaux during the stage 7 on July 10.
This partnership aligns McCain with one of the world’s most iconic sporting events, renowned for bringing together generations of cycling enthusiasts. Both McCain and the Tour de France share a commitment to creating moments of connection, sharing and enjoyment for audiences around the world. In France alone, McCain represents approximately 30% of frozen fries sold, underscoring its strong presence in everyday consumption.
The Tour de France is a true global phenomenon, engaging several millions of fans worldwide annually. While deeply rooted in Europe – with over 150 million viewers and particularly strong followings in Spain, Italy, the Netherlands, England and Germany – it goes far beyond these borders.
For McCain, the partnership represents an opportunity to connect with consumers and customers through one of the world’s widely shared cultural and sporting events.
To support the partnership, it is rolling out an ambitious integrated marketing plan, including:
• Co-branded packaging across seven retail products and two foodservice lines in France
• A six-week national TV campaign during the race period
• A robust digital and social media activation strategy
• Dedicated customer engagement initiatives
This partnership marks McCain’s return to the Tour de France, having previously partnered with the event from 2014 to 2018.
“The Tour de France is much more than a sporting competition,” said Julien Tomei, managing director of McCain Foods in Europe, Middle East and North Africa. “it is a global event that brings together hundreds of millions of people every year for a popular, convivial and intergenerational moment. This ability to bring people together through simple and positive moments echoes the values and ambitions that McCain carries with its products, which are universal and deeply rooted in the consumption habits of the French people. We are proud to become a partner of such an iconic competition.”
“The renewed partnership between the Tour de France and McCain builds on an already rich history. A partner of the Tour from 2014 to 2018, McCain has always found its place naturally within our event, both through its popularity and the shared values of conviviality and togetherness that bring us together. Welcoming this iconic brand back among our partners today is a natural fit. This return reflects our shared ambition to continue creating, across France, moments of connection that are inclusive and accessible to all around the Tour de France.” said Julien Goupil, director of partnerships and media for Tour de France.
About McCain Foods
A Canadian family-owned business founded in 1957 in Florenceville, New Brunswick, McCain Foods products are distributed to in restaurants and retail stores in more than 160 countries around the world. The company employs approximately 22,000 people, operates 49 production sites, works in partnership with 4,400 farmers and has annual sales of more than C$16 billion.
In France, McCain has more than 1,000 employees, works in partnership with 800 partner farmers, operates three production sites in Harnes, Béthune, and Matougues, and has a research and development site and its European headquarters in Villeneuve d’Ascq.
