New Identity, Kit & Car For Rebranded AG2R Citroën Cycling Team Unveiled After Auto Sponsorship

In late December 2020 the AG2R Citroën cycling team unveiled its new brand identity, colours and new jersey for the 2021 season created by the Elodie Boyer Conseil agency and promoted through a video, social and PR campaign.


Following its recent sponsorship tie-up with Citroën, which will run until 2025, the Vincent Lavenu led AG2R La Mondiale team will change its name to AG2R Citroën and this has seen the launch of an entirely fresh brand identity led by a new kit launch social spot across team and sponsor social channels.



As well as the new team jersey, the rebranded AG2R Citroën Team aand its new auto sponsor also unveiled the livery for the new team car – a C5 Aircross SUV – which will roam the roads of the Tour de France 2021.



The design of the AG2R Citroën team jersey represented a challenge for the design team and its two main corporate partners and it took five months of work to create a graphic identity which satisfied both primary sponsors and its other partners.


The aim, according to the agency, was to create a graphic package which illustrated the shared audacity, the alliance and the ambitions of the partners and of the team.


This is further explored through a social spot called ‘Genesis Of A Jersey’.



“On 1 January 2021, the cycling team AG2R La Mondiale became the AG2R Citroën team and we had the privilege of creating this new identity by producing all the new designs for the team: including jersey, shorts, vehicles, digital, print and merchandising,” explained an Elodie Boyer Conseil agency press release. “The project was complex because we had three clients to satisfy: the cycling team as well as the two major sponsors. There is no happiness without effort and without persistence.”


“Our graphic identity is evolving but our core identity does not change. I am very proud of the result,” said team leader Vincent Lavenu.


The design team at agency Elodie Boyer Conseil included Rejane Dal Bello, Danny Kreeft, Chrys Naselos, Julien Tandé and Élodie Boyer.





By partnering with the team, the French car manufacturer aims to leverage the strong media exposure offered by the team and build on the national associations with the sport’s key race – Le Tour De France.


According to a study carried out by Occurrence, the AG2R La Mondiale team generated an advertising equivalent of €27m due to the media coverage of the Tour de France 2020 (only on French media) reaching an audience of more than 1.7bn.


At Activative, we have long thought the team’s white jersey and a brown bib short combination was a unique, yet unfortunate one and we are somewhat surprised that the new graphics didn’t make the most of the opportunity to make major changes -specifically bring an end to the team’s much discussed ‘brown shorts’.





AG2R Citroën



Elodie Boyer Conseil



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