London bike shop Look Mum No Hands is staking it claims as 'the' place in London to watch Le Tour de France. The bike shop and cafe has a number of Le Tour themed promotions lined up for the next three weeks, as well as shop-branded TdF merchandise for sale.
The Tour de France starts on Saturday.
Look Mum No Hands will be showing stages live inside the shop, via Eurosport, as well as in the shop's garden. The ITV highlights package will be screen at 7pm Monday-Friday.
The shop's Le Tour coverage is sponsored by Le Coq Sportif, which first sponsored the TdF leaders' jerseys in 1951, and have returned to the podium for 2012.
Le Coq is hosting four events during the Tour, including a cycling quiz on 21st July, emceed by Jack Thurston from The Bike Show rado show/podcast.
British Eurosport will be broadcasting live links from the shop's cafe for three days during the tour (5th, 18th and 21st July), with guests such as Rob Hayles, Magnus Backstedt and John Herety.
"Come along to lurk in the background with your 'Bonjour Maman!' placard," suggests Look Mum No Hands.
The shop is selling Le Tour themed merchandise, including limited edition 'Courage' cycle caps, with 'Allez!' under the peak.