Cycling’s premier event, Tour de France (TDF) has announced a collaboration extension with the Czech automotive manufacturer, Skoda, until 2028.
The new five-year contract, signed with race organiser Amaury Sport Organisation (ASO), extends the Czech firm’s involvement with the race beyond two decades. Additionally, the company will also remain a sponsor of the women’s Tour de France Femmes.
Moreover, as it has done since 2015, Skoda will continue to support the green jersey that is awarded to the best sprinter in the Tour de France.
Martin Jahn, Skoda Board Member for Sales and Marketing, said, “By continuing our trustful partnership with ASO and the Tour de France, Skoda reaffirms its strong connection to cycling and its fans worldwide. The Tour de France is the world’s most-watched cycling race. In 2023, it attracted nearly 150 million viewers in Europe alone. This exceptional visibility greatly benefits our products, offering us the opportunity to reinforce Skoda’s position as a key supporter of cycling.”
Skoda has also demonstrated its broader interest in cycling outside of the Tour de France and Tour de France Femmes by committing to the La Vuelta and La Vuelta Femenina in Spain, in addition to the Deutschland Tour and Eschborn-Frankfurt in Germany. Skoda is ASO’s sponsor in a total of 19 international cycling competitions.
The 111th Tour de France will be held from June 29 to July 21, 2024, and for the first time, it will conclude away from Paris. As the Olympics will be staged in the French city later this year, TDF, for the first time in its over hundred-year history, will start and end in Florence and Nice, respectively.