Skoda Auto has extended its partnership with the legendary cycling event The Tour de France by a further four years, until 2011. The agreement was signed with the organiser of the Tour, A.S.O (Amaury Sport organisation), who have decided to continue with Skoda’s successful sponsorship since 2004.
Martin Lauer the Head of Skoda Auto Corporate Communications commented; “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. Therefore, enhancing brand awareness and visibility on one side while demonstrating first-class quality of our products on the other. Cycling is a worldwide phenomenon, a sport followed by millions of people of all ages and professions. We want to be where our existing and potential customers are, while helping to support this wonderful sport at the same time.”
By extending its partnership with this prestigious race, Skoda Auto continues to follow cycling, along side ice hockey, supporting one of the pillars of the company’s sponsorship and communication strategy.
The partnership with the Tour de France includes support for a number of competitions taking place in France and Belgium organised by A.S.O., such as the well-known spring classic Paris – Roubaix. Thanks to Skoda Auto's foreign-based agencies, the Mladá Boleslav-based car manufacturer has also been involved in the Giro d´Italia since last year.
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