Why is Ricard not present at sporting events?
Ricard was present at numerous sporting events until 1987. The brand’s presence was part of the Ricard saga. Ricard was the first company to accompany the Tour de France cycle race in 1948. Pioneering corporate sponsorship, Paul Ricard sponsored renowned navigators including Alain Colas and Eric Tabarly. The company also took part in the Paris-Dakar rally, and sponsored the Ligier Formula 1 team and numerous other sporting events. Since 1987, the company has stopped sponsoring sporting activities, pursuant to the law of 30 July banning spirits brands from sponsoring sport. However, Ricard is pursuing its sponsorship activities in the field of environment protection, and as a patron of the arts and music.
