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by Matt Brogan

The 96th Tour de France, the world’s most famous cycling competition, will for the sixth year running be sponsored by Škoda Auto.

The race, which kicks off in Monaco tomorrow, will see about 350 Škoda support vehicles follow the event including the brand’s all-new Yeti.

“Basically, there are two pillars on which Škoda 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,” said Tour de France Head of Corporate Communications, Martin Lauer.

“Cycling offers great opportunities of presenting Škoda 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 the Tour de France to other countries, such as Spain and Switzerland where the Tour is also going to appear this year.”




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