“As the main sponsor, we share in this excitement for cycling” says Jürgen Stackmann, ŠKODA’s board member for Sales and Marketing said. 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,” according to Stackmann.
Within the framework of their sponsoring activities, the Czechs will send a vehicle fleet of approximately 110 vehicles to France. Moreover, the brand is the partner of the ‘White Jersey’ – for the best rider under 25 years – and supports five professional teams and two technical assistance teams.
ŠKODA will provide the 110 vehicles to the organizers of the Tour de France. In doing so, the car manufacturer will deploy its entire current model range from the Citigo to the Superb. Besides the escort vehicles for the organizers and riders, the red ŠKODA Superb of Tour director Christian Prudhomme may catch people’s eyes. ŠKODA will also participate actively in the advertising caravan. The so-called ‘caravane publicitaire’ drives one to two hours ahead of the field and is a very popular attraction for spectators due to its varied accompanying program.
This year’s Tour de France again promises top-class cycling. The famous/infamous ‘tour of suffering’ attracts approximately 15 million people along its route, plus about two billion TV viewers throughout the world. Only the Soccer World Cup and the Olympic Games attract more people. In 2012, the Tour de France will start with the traditional prologue in the Belgian town of Liège on June 30th. On July 22nd, after having covered 3,479 kilometers, the riders will reach the finish line on the Paris Boulevard of Champs-Elysées.
“With it vigor and its wide audience appeal, this sport is a perfect match for the ŠKODA brand,” according to Jürgen Stackmann. Besides ice-hockey, cycling is the most important pillar of ŠKODA’s sponsoring strategy. That also includes the commitment to cycling as a mass sport. For example, the manufacturer supports the Czech event ‘Cycling for Life’ as well as the ‘Velothon’ held in the German capital of Berlin.