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Andy Turner

Battle of the brands: Which sponsors came out on top at the 2026 Tour de France?

Tadej Pogacar controls the pace on the Col du Galibier with Remco Evenepoel, Paul Seixas and Isaac Del Toro on his wheel during stage 20 of the Tour de France 2026 (Dario Belingheri/Getty Images).

The Tour de France is over for another year. The biggest bike race in the men’s professional field, and the race where brands tend to release their newest models in the hope of taking home stage honours to back up marketing claims.

Although this was another display of Pogačar domination in the GC battle, there were far more enthralling battles across every other classification and for many of the stages. The white jersey top three was split by just over three minutes, while the mountains and points jersey classifications were only truly settled in the final few stages.

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