Support le Tour de France and show the world Sheffield is a modern, vibrant city, the chair of the city’s trademark organisation says.
Charles Turner, chair of Made in Sheffield, urged bosses to sponsor cultural events ahead of the race on July 6.
The managing director of machine knife company Durham Duplex revealed his firm was sponsoring five local schools making films about ‘how to cross the Channel on a bicycle’, reflecting le Tour’s three-day visit to the UK.
They will be shown in schools and at the Abbeyfield Park spectator hub in Burngreave, near the firm’s Petre Street premises, on race day.
Speaking at a Tour business engagement event in Sheffield yesterday he said: “The whole point of Made in Sheffield is the brand Sheffield and excellence in manufacturing.
“The global television audience gives us the chance to show it is not the Sheffield of the Full Monty and that we are a modern and vibrant city.
“And although people say it’s a once in a lifetime opportunity, if we get it right it will happen again with the Tour of Britain and a host of other events.
“All Sheffield companies should get involved.”
A 100-day cultural festival is under way in the run up to the race.
Kim Streets, chief executive of Museums Sheffield, said: “We continue to seek business partners and we are very grateful for the support of Made in Sheffield.
“We want to see more businesses joining up with the arts.
“We can pair you with artists and advise on branding. There are list of do’s and dont’s as long as your arm. But do do something over that weekend.”
Marketing Sheffield has drawn up branding that is free for business. It is already on posters around the city. Call 0114 201 1022.