Škoda extends sponsorship agreement with Tour de France and Tour de France Femmes avec Zwift until 2028.
With an unparalleled commitment to cycling, Škoda Auto has extended its sponsorship agreement with the Tour de France and the Tour de France Femmes avec Zwift until 2028. This extension marks a continuation of a two-decade long relationship as official main sponsor and car supplier. The agreement, signed with Amaury Sport Organization (ASO), the leading race organiser, not only covers these prestigious races but also extends to 18 other international cycling events, including five prominent races exclusively for women.
The renewed collaboration between Škoda and ASO is more than a confirmation of a long-term relationship; it underlines a shared vision of sustainability. With an ambitious move towards electrification of the vehicle fleet at the events, both partners envision a future in which the ecological footprint of cycling is significantly reduced.
Škoda's CEO, Klaus Zellmer, emphasized the brand's deep-rooted bond with cycling, a relationship that dates back to the company's founding as a bicycle manufacturer almost 130 years ago. “It is an honor and a privilege to support the cycling activities of ASO, the largest race organizer in the world. We have been the main partner and car supplier of the Tour de France for twenty years, so it only makes sense to expand our relationship now,” stated Zellmer.
The impact of this collaboration is far-reaching. Martin Jahn, Board Member of Škoda Auto and responsible for Sales and Marketing, explains: “The Tour de France is the most watched cycling race in the world. In 2023, the event attracted almost 150 million viewers in Europe alone. This exceptional visibility is very beneficial to our products.”
In addition to the Tour de France and Tour de France Femmes avec Zwift, this agreement makes Škoda the official main partner of twenty international cycling events until 2028, including the Vuelta in Spain and the Belgian classics De Flèche Wallonne and Liège-Bastogne-Liège. The commitment to sustainability is further emphasized by the decision to make up to 250 fully electric or plug-in hybrid Škoda models available for the organization of these events.
Under this partnership, the fully electric Enyaq and the plug-in hybrid Superb will act as the 'Red Cars' for the Tour de France, fulfilling a crucial role as mobile command centers for the organizers and race director Christian Prudhomme. In addition, Škoda continues to sponsor the green jersey for the points classification leader and design the crystal trophies for the winners.
