Key points:
- Noel joins the La Vuelta family as an Official Sponsor.
- The food group based in La Garrotxa (Girona) will feature its brand on the race bibs.
Noel Alimentaria and La Vuelta have signed an agreement making the brand an Official Sponsor of La Vuelta. The event took place at the facilities of Noel Alimentaria in Sant Joan les Fonts (Girona), in the presence of Javier Guillén, General Director of La Vuelta; Joan Boix, President of Noel; and María Sánchez, Noel’s Corporate Marketing Director, along with other representatives from both organisations. As a result of this alliance, Noel will appear on the riders’ bibs and reinforce its visibility throughout the race by featuring on the arch located 8 km before the finish-line and also by forming part of the advertising caravan.
With this agreement, Noel Alimentaria reinforces its commitment to sports as a means of promoting healthy lifestyle habits and to connecting with a vast and diverse audience. The alliance is born from the companies’ wish to promote these habits and to bring the public closer to the values of hard work and self-improvement, present both in the competition and in people’s everyday lives. For Noel, this connection to sport, particularly to cycling, forms part of its historical trajectory. It has been sponsoring the Olot Children’s Cycling Club for more than four decades, and also sponsors the Bas Cycling Club.
In the words of María Sánchez, Noel’s Corporate Marketing Director, ‘at Noel we understand that food and sports are two fundamental pillars when it comes to promoting a healthy lifestyle. That’s why we’re particularly thrilled to join La Vuelta, one of our country’s most iconic sporting competitions and an international reference that inspires millions of people. We share values such as hard work, dedication, self-improvement and commitment - principles that form part of the spirit of the race and the way we work each day to offer quality products to our consumers.’
Javier Guillén, General Director of La Vuelta, highlighted that ‘Noel Alimentaria’s incorporation as an Official Sponsor reinforces La Vuelta’s ability to recruit strategic allies that share our values and our understanding of sports. Their presence on the riders’ bibs symbolises a natural union with a race that involves close proximity, hard work and commitment to its fans.’
During the competition, Noel will launch several promotional initiatives linked to La Vuelta. These include actions at various points of sale in localities near the race route, as well as a promotion aimed at consumers of Delizias, an emblematic sliced charcuterie brand, whose products will feature limited edition La Vuelta packaging. By purchasing products from this brand, participants will be eligible to take part in a daily smartwatch raffle with a bike as the final prize.
