Case study

The Promotion.

The promotion was a cash back linked to the 100th Tour de France. Purchasing consumers were invited to register their purchases online via the official Gatorade website prior to the start of the Tour de France. If a team Sky rider was to win the Tour de France, all pre-registered purchases would be refunded.

How Entry Worked.

The promotion was communicated in stores by POS displays and by a heavy online and social media campaign. Entrants would then mail in for their money back.


EMIRAT provided the promotional website, coverage of the financial risk of the promotion, handling of claims and fulfilment of the payments via branded cheque.

Chris Froome subsequently won the Tour de France.