Skoda continues the adventure with the Tour de France until 2028

2024-02-29 17:10:37

The Czech car manufacturer Skoda is celebrating this year its twenty years of presence on the Grande Boucle as well as its ten years of sponsorship of the Green jersey which rewards the best sprinter of the Tour de France. Accompanying 19 international cycling races and 3 cyclosportives, Skoda, which invited us to a stage during the Tour last year (see our report here), is once again involved in the most famous cycling race in the world until 2028.

Skoda continues the adventure with the Tour de France until 2028 1 — The Skoda ENYAQ iV with Christian Prudhomme, director of the Tour de France, on board. ©ASO – Alex Broadway

“Supporting the cycling mission of the world’s largest race organizer, ASO, is an honor and privilege for us at Škoda Auto. After all, we started as a bicycle company almost 130 years ago, and today cycling is a passion for many of the daily explorers who are our customers. We have been the main partner and car supplier of the Tour de France for 20 years. So it makes sense to expand our relationship and support a growing portfolio of events – for men and women, professionals and amateurs. We want to help ASO and the cycling community inspire people to pursue their highest personal standards of individual performance, teamwork and fairness,” says Klaus Zellmer, CEO of Škoda Auto.

Skoda continues the adventure with the Tour de France until 2028 2 — Australian sprinter Kaden Groves during the last Tour of Spain. ©UNIPUBLIC / SPRINT CYCLING AGENCY

100% electric vehicles will join the fleet over several stages

Skoda embarked on the adventure of the Tour de France in 2004. It was then that the red Škoda Superbs made their appearance in the peloton and the name of the manufacturer was associated with the prize for the best young person, the White jersey, reminding us a statement. In 2015, Škoda changed color to appear on the green jersey in the points classification. This relationship, marked by loyalty, has constantly been nourished by new perspectives and the next five seasons, for which Škoda is renewing its commitment, will continue with this culture of challenge. The partnership concerns the sponsorship of the green jersey of the Tour de France and the Tour de France Women with Zwift, but also of La Vuelta, of La Vuelta Femenina by Carrefour.es, and provides global support for all women’s races, namely Paris-Roubaix Women with Zwift, La Flèche Wallonne Women and Liège-Bastogne-Liège Women.
The 2028 horizon also allows the brand to imagine and build new plans to reduce the carbon footprint. Already, all of the organization’s light vehicles run on hybrid engines, and three 100% electric Škoda Enyaq iVs will join the fleet for several stages.

In total, 17 events (see below) organized by ASO, in France and internationally, will benefit from the professionalism of the Škoda teams and the quality of their vehicles, the same press release further indicates.

Le Tour, “150 million viewers in Europe in 2023”

“By continuing our trusted partnership with ASO and the Tour de France, Škoda Auto reaffirms its close connection with cycling and its fans around the world. The Tour de France is the most watched cycling race in the world. In 2023, it attracted almost 150 million viewers in Europe alone. This exceptional visibility greatly benefits our products, providing us with the opportunity to strengthen Škoda’s position as a key supporter of cycling and celebrate our brand heritage,” says Martin Jahn, Member of the Board of Directors of Škoda Auto for sales and marketing.

“The promotion of cycling for both men and women”

“I am very proud of Škoda’s commitment to our side in several ways: in addition to its involvement in promoting both men’s and women’s cycling around the world, Škoda is a major player in the energy transition thanks to alternative vehicles that the brand generalizes to all races. Its digital activations around “we love cycling” or the official mobile applications of our events also contribute to increasing fan engagement and promoting the discipline to a young audience. This partnership perfectly reflects our common involvement in the development of cycling sport in all its forms in France and internationally,” says Yann Le Moënner, general director of ASO.

Finally Christian Prudhomme, director of the Tour de France, says he is “delighted to see that the future of the Tour de France and the Tour de France Femmes with Zwift will be with Škoda. Since 2004, Škoda’s commitment has never wavered. With the white jersey then the green jersey, Škoda associated its brand with the prestigious names of Alberto Contador, Andy Schleck, Thibaut Pinot, Peter Sagan, Mark Cavendish, Jasper Philipsen and Lotte Kopecky. The history of Škoda is undeniably linked to the history of the Tour de France, of its champions.