- ŠKODA and Tour de France marketers A.S.O. extend successful partnership for another five years
- ŠKODA also supports La Vuelta and other cycling classics
- Carmaker has been the official Tour de France partner since 2004
- ŠKODA’s success story started in 1895 with the construction of bicycles
Mladá Boleslav / Geneva, 6-3-2014 — /EuropaWire/ — Cycling remains a cornerstone of ŠKODA’s sponsorship strategy. The Czech manufacturer has extended its successful engagement as the official partner and official vehicle partner of the Tour de France for another five years until 2018. The agreement for the period 2014-2018 was signed today in Geneva by ŠKODA and the French marketing company, ASO (Amaury Sport Organisation).
In addition to the Tour de France – the world’s most famous cycling race – part of the sponsorship will also include La Vuelta, which the company has been committed to since 2011. Alongside these, eight other international cycling events have been incorporated into the A.S.O. agreement.
“Through extending our engagement at the Tour de France and other famous classics, we reaffirm our close relationship with cycling,” says ŠKODA CEO, Prof. Dr. h.c. Winfried Vahland. “ŠKODA plans to grow further as an international volume brand in the coming years with the most comprehensive model campaign in corporate history. Our continued strong presence in cycling supports the long-term image and the international awareness of the brand. Additionally, this sponsorship reflects an almost 119-year tradition that the brand has had with cycling in a very special way.” It was with bicycle manufacture that ŠKODA’s founding fathers Laurin and Klement first laid the foundation stone for the future success of ŠKODA in 1895.
“ŠKODA has been a strong and reliable partner for international cycling events for ten years. I personally feel that my ŠKODA during the race is more than just a car; it is my office and the place where I spend most of my day,” says Christian Prudhomme, Cycling Director of A.S.O. and Director of the Tour de France. “We are very pleased to be continuing our successful cooperation with the dynamically growing brand over the next five years.”
The Czech carmaker has been the official partner, the official vehicle partner and sponsor of the White Jersey in the Tour de France since 2004. “The third largest sporting event in the world is a great opportunity for us to present the brand and models to a global audience,” says Werner Eichhorn, ŠKODA Board Member for Sales and Marketing.
At the Tour de France in 2013 alone, around 12 million cycling fans cheered along the route, joined by 1.4 billion television viewers around the world.
The use of ŠKODA vehicles has always played a major role in ŠKODA’s commitment to the Tour de France. Year on year, more than 200 ŠKODA models travel 2.8 million kilometres during France’s number one cycling event. A total of around 28 million kilometres has been covered over the last ten years, and it is in reliability where the ŠKODA fleet really shines; during all that time, not a single car has broken down due to a technical defect.
In addition to the use of ŠKODA vehicles, the company’s advertising is displayed in large lettering and all channels for extensive communications are used.
Alongside ice hockey, cycling is the most important pillar of the Czech carmaker’s international sponsorship strategy. ŠKODA provides support to significant professional cycling events races and also to cycling in general. Among others, ‘Bike for Life’, ‘Ride London’ and the Berlin ‘Velothon’ also benefit from ŠKODA’s support.
ŠKODA demonstrates is close relationship to cycling beyond mere sponsorship agreements. Bicycles and cycling accessories have long been included in ŠKODA’s extended product range. ŠKODA’s current bicycle collection consists of ten unique models, making it more diverse and attractive than ever before.