Frankie Andreu said today that the riders get a can of Coke in their musette at the feed zones. I'll sometimes drink a Coke or Pepsi at a rest stop during a ride. It helps.
And yes, Coke is a sponsor. Every water bottle in the TdF says Coca-Cola on it.
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Religion is a good thing for good people and a bad thing for bad people. --H. Richard Niebuhr