The company is using its association with the biggest event on the cycling calendar to engage with 6,500 employees. Staff from offices across the world will be encouraged to take part in a "geoquiz" competition, with the winning team invited to the finish of the Tour de France on 22 July. The company is also planning other internal events before, during and after the tournament, including a Team Europcar Happy Families event.
Meanwhile, the firm is running a hospitality programme to thank its business customers, with 120 guests invited.
The Tour de France starts in ten days and Europcar will be accompanying its nine riders along the course. The firm has launched an overarching campaign across eight countries using communications including social media, PR and commercial offers.
Marine Boulot, Europcar’s group communication director, said: "After an exceptional season in our first year as main sponsor, we would like to consolidate the brand's visibility whilst enabling all our audiences to show their passion and love for Team Europcar.
"We have developed an ambitious communications programme. Customers, staff, fans, everyone will be able to live Team Europcar's adventure during the Tour de France to the full."