The world’s premier cycling competition the grueling Tour de France is due to start in Monaco on Saturday 4th July and Skoda will again be supporting the event through the use of its vehicles in the large entourage of support and advertising vehicles that follows the riders around the stages.
Making its French premiere will be Skoda’s all new model, the Yeti, with ten of the cars featuring in part of the advertising convoy. The Yeti is due to go on sale in the UK in mid-September
In total some 350 Skoda’s will be used in the competition with about 250 of those being used by the organisers of the tour, while eight of the twenty teams involved will also use Skoda on the huge tour.
Martin Lauer, Head of Corporate Communications at Skoda comments: “Basically, there are two pillars on which Skoda builds its international corporate sponsorship communication strategies – ice-hockey and cycling, two sports that efficiently complement each other in terms of covering the respective European markets and are seen as very powerful tools employed to enhance brand awareness, the product image, as well as brand and product visibility.
Cycling offers great opportunities of presenting Skoda vehicles in the very heart of the competition where they are in close contact with racers, fans and potential buyers. Continuity in this aspect is very important, and we also appreciate the organisers’ efforts to expand TdF, the tip of the cycling glacier, to other countries, such as Spain and Switzerland where the Tour is also going to appear this year“.
