ŠKODA to Sponsor Tour de France for the Ninth Time

Continuing its association with cycle race, ŠKODA AUTO has decided to pitch in as the main sponsor and the official vehicle partner of Tour de France in 2012. This major initiative will mark the automobile’s giant’s distinct tryst with this major sport meet for the ninth time.

Commenting on the thrill of the world-famous cycling race, Jürgen Stackmann, ŠKODA’s board member for Sales and Marketing, said: “In the next three weeks, the Tour de France will excite cycling fans from all over the world.” Reflecting upon the car maker’s association with cycling, he further added: “As the main sponsor, we share in this excitement for cycling. For ŠKODA – being the third-oldest vehicle brand of the world still in operation – began its success story with the manufacture of bicycles in the year 1895. And in 2012, an audience of billions will again see our brand and our models thanks to the Tour.”

Under the purview of its sponsorship commitment, the Czech auto maker will dispatch a large fleet of 110 vehicles to the sport arena. They will highlight ŠKODA ‘s entire existing model range, from Citigo to Superb. It is expected that the red ŠKODA Superb, carrying Tour director Christian Prudhomme will hog the limelight. Moreover, the auto maker has become partner of the ‘White Jersey’ – for the best rider under 25 years. That is not all, ŠKODA AUTO has also extended support to five professional teams and two technical assistance teams. ŠKODA will become a key player in the advertising caravan. The colourful and widely popular ‘caravane publicitaire’ drives a few hours ahead of the field.

The Tour de France glues approximately 15 million people along its route, besides hooking two billion TV viewers throughout the world. Naturally, ŠKODA AUTO has rolled up its sleeve to hit the bull’s eye at the mega cycle meet as part of its global sponsoring strategy.

“With its vigour and its wide audience appeal, this sport is a perfect match for the ŠKODA brand,” added to Stackmann. It is to be noted that apart from ice-hockey, cycling is the most important sport foray of ŠKODA’s sponsoring strategy. The car maker supports the Czech event ‘Cycling for Life’ as well as the ‘Velothon’ held in the German capital of Berlin.