Four wins Tour de France 2007 brief

Transport for London is to use Four Sports Marketing & Sponsorship to help it capitalise on interest likely to be generated by the start of the 2007 Tour de France in London.

Competitors will take to their bicycles for the first stages of the famous race - in the capital and Kent - in early July.

Four is understood to have beaten Pitch PR, brandRapport and M&C Saatchi Sports & Entertainment to the account.

TfL chief press officer (operations) Stuart Ross said it was hoped the event would ‘give a boost to' cycling in London.

The transport body is working with Mayor Ken Livingstone and VisitLondon to promote the race and showcase the capital as a city capable of hosting ‘world-class events'.

TfL is using the ExCel centre in Docklands as its media base during the UK stages of the competition (PRWeek, 8 Sep).

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