CARREFOUR X LA VUELTA FEMENINA

Objective: Activate Carrefour’s sponsorship of La Vuelta Femenina in an emotional and distinctive way, reinforcing its commitment to women’s sports and connecting with the audience on a key date: Mother’s Day.

Value Proposition: Transform a sponsorship asset into a powerful statement of values. The official race bib for the first stage replaced Carrefour’s main logo with a special message: “Happy Mother’s Day.” While maintaining its visual identity, it became a symbolic tribute to the role of mothers in the lives and careers of the cyclists.

Activation: During the opening stage in Barcelona, the riders wore a unique bib specially designed for the occasion. A highly emotional and media-visible action that turned a technical element into a meaningful gesture. Exclusive content was also generated during the bib-signing and race start moments, supported by real-time coverage on social media.

Amplification: The campaign was enhanced with editorial pieces, graphic content, and continuous social media presence, in collaboration with Sphera Sports. Five content creators connected to cycling and motherhood helped expand reach and authenticity through Instagram and TikTok.