BNP and the Tour de France

A great sporting and popular success since its first edition in 1903, the Tour de France took on a new dimension in the 1950s with the introduction of departures from abroad, stages in central France and live television broadcasts. This was the moment Banque Nationale du Commerce et de l’Industrie (BNCI) chose to associate its image with the competition, in 1955 becoming the first bank to sponsor the Tour.

BNCI at the service of Tour de France followers

One problem with the Tour is that the Caravane arrives after bank offices close and leaves before they open. To simplify the daily lives of all the people accompanying the circuit (officials, journalists, advertisers, technical directors and cyclists), BNCI delegated two “box-office vans” to deliver its banking services to each city.

Before each stage, the bank’s employees recovered funds from BNCI’s local headquarters and opened their counter from 4.30 pm to 8.30 pm.

Images of BNCI’s first Tour de France in 1955

BNCI’s box-office vans in Metz, during the 1955 Tour de France. BNP Paribas Historical Archives, 12fi55.

BNCI’s box-office vans in front of the bank’s local branch in Monaco, during the 1955 Tour de France. BNP Paribas Historical Archives, 11fi665.

BNCI’s box-office vans during the 1955 Tour de France. BNP Paribas Historical Archives, 12fi55.

This innovative partnership enabled BNCI to associate its image with that of a powerful social event and make itself known to the public. From 1955 to 1967, the bank contributed to every Tour de France.

BNP extends BNCI’s commitment

Less than two months after the merger bewteen BNCI and CNEP in May 1966, the name of the Banque Nationale de Paris (BNP) was already appearing across France on the vehicles of the new bank, while advertisements were broadcast by microphones on the road and then at the stage. BNP thus picked up where its ancestors left off, while promoting its new identity in France and internationnaly.

Pictures of BNP’s first Tour de France

BNP’s box-office vans in Champigneulles, during the 1966 Tour de France. BNP Paribas Historical Archives, 10fi354.

A BNP’s box-office van during the 1966 Tour de France. BNP Paribas Historical Archives, 10fi355.

A BNP’s box-office van in Champigneulles, during the 1966 Tour de France. BNP Paribas Historical Archives, 10fi353.

After a five-year break from 1967 to 1973, BNP resumed its role as the “Tour Bank” in 1973. The bank signed a contract with L’Equipe and Parisien Libre guaranteeing exclusive banking service on the Tour for three years. These years marked the culmination of the partnership, with BNP becoming central to the event.

Relive this era in the 1974 video:

In 1987 BNP finally withdrew from the Tour de France. For three decades, it made its mark on the event and created an image of “sports bank” among the public.

BNP went on to focus on tennis and the French Open.