Skoda has been a major part of the Tour de France since 2004, and this week the car manufacturer announced a further four years of sponsorship, taking its contract up to 2011. Amid the ongoing drug issues the Tour organisers will certainly be pleased that such a large backer of the race is staying faithful and isn’t being put off by the bad press.
“Our continuing involvement in cycling and especially the partnership with the Tour de France is part of our long-term strategy of teaming up with the best and thus enhancing the brand awareness and visibility on one side while demonstrating first-class quality of our products on the other”, said Martin Lauer, Head of Škoda Auto Corporate Communications.
“Cycling is a worldwide phenomenon, a sport done by millions of people of all age categories and professions. We want to be where our existing and potential customers are and, at the same time, help support this wonderful sport.”
The partnership with the Tour de France includes support for a number of competitions in France and Belgium organised by A.S.O., such as the well-known spring classic Paris-Roubaix. Thanks to Škoda Auto’s foreign-based agencies, the Mladá Boleslav-based car manufacturer has also been involved in the Giro d’Italia since last year.
The 2008 Tour de France route is being announced today, watch out for news on that soon.