ŠKODA’s sponsorship of this year’s Tour de France has been a success. For the eighth consecutive year, the Czech-based carmaker was one of the main sponsors of the world’s toughest cycling race that ended on Sunday on the Champs Elysées in Paris. With a fleet of 300 vehicles and many events relating to the race, the brand’s involvement was more extensive than ever before. Furthermore, ŠKODA was a partner of nine professional teams plus the technical assistance team (Mavic). The climax of ŠKODA’s presence in the event was handing the Tour de France trophy to Tour winner, Australia’s Cadel Evans, by ŠKODA Auto BOD Member for Sales and Marketing Jürgen Stackmann.

“We are proud to have supported this fantastic sports event for the eighth consecutive year,” said Stackmann. “These three weeks have really been fantastic in all respects. It has been one of the most thrilling races around France so far, and the riders put in top-class performances to show why this sport keeps fascinating people worldwide. For ŠKODA, this Tour was again an excellent opportunity to be seen by billions of viewers. Our extensive involvement in this Tour has reinforced brand awareness and enhanced our image all over the world”.

Intended for use by the race management, VIP guests and media from all over the world, 300 vehicles across ŠKODA’s model portfolio have been provided to the Tour de France organisers, from the Fabia to the Superb. Furthermore, ŠKODA was part of the “advertising caravan” and was also heavily involved in the final ceremony on the Champs Elysées: the trophy that was handed to this year’s Tour winner by Jürgen Stackmann had been designed by ŠKODA’s Chief Designer Jozef Kabaň and his team and manually produced by Czech glassmakers.

Together with ice-hockey, cycling is one of the main pillars of ŠKODA’s sponsorship strategy. Besides the Tour, the brand is also involved in e.g. the Giro d’ Italia and acts as a partner of road cycling world championships.

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