Skoda 10-Yr TdF Sponsorship Without A Single Breakdown

2013 is the car brand’s record 10^th year as the main sponsor of Tour de France and in a decade as official support vehicle there has not been a single Skoda breakdown on the Tour.

This impressive factoid lies at the heart of the car brand’s multi-market 2013 Tour de France TV spot which focuses on the theme of reliability and dependability.

The brand’s Tour spearhead activation is a specially developed film that dynamically sequences the manufacturer’s involvement in ‘Le Tour’.

Its message – ‘The team behind the teams’ – focuses on how Skoda provides the support in every way necessary for a successful Tour de France and it also carries the brand’s umbrella tagline ‘Simply Clever’.

The VW-owned automotive company has backed the race since 2004 and for this year’s edition is providing no less than 250 cars for Tour de France fleet: including a large number of both Octavia Combis and Superb’s acting as accompanying vehicles.

Indeed, once again a new Suberb in signature red serves as the vehicle for the Tour director, Christian Proudhomme, while another travels with the publicity caravan ‘Caravane Publicitaire’ which puts on an impressive, largely old-school marketing display for spectators along the road an hour or two before the peloton itself passes.

The Rapid, Yeti and Citigo are also be a part of this year’s ŠKODA Tour de France fleet.

The Czech car producer is also the partner for the Tour’s ‘White Jersey’ for the best rider under the age of 25.

In addition to support vehicles, jerseys and TV work, the main Tour sponsor is activating its integrated 2013 communication campaign, through web and social media channels and

Its bespoke Tour de France website – at http://skoda-cycling.com/ – includes an array of content ranging from a ‘Meet the Teams’ segment, to blogs, news stories, routes and maps, timings and standings and a behind-the-scenes ‘On The Road With The Tour’ film series.

For example, Episode 3 focuses on truck drivers, mechanics, policemen and fans:

Skoda is also running a Facebook-led Tour competition, based around photographs of 2013 raace host cities and towns, offering fans the chance to win Skoda cycling gear from gloves and watches to hats and sunglasses.

Skoda is also the presenting partner of the official application of the 2013 Tour de France.

Comment

Skoda’s long term commitment to the event has gone hand in hand with incredible growth of cycling’s blue ribbon event’s viewing figures.

The 2013 Tour de France, which is running from 29 June to 21 July 2013, is the 100^th anniversary of the race and it continues to grow in popularity – despite recent trouble with drugs – and claims to be the world’s third most watched sporting event after FIFA’s World Cup and the IOC’s Olympics.

The Tour De France’s 2012 viewing figures are certainly impressive with 1.7bn people from 190 countries around the globe watching this race.

A number expected to rise still further for 2013.

While the IRB’s Rugby World Cup also has laid claim to the third spot, what seems less debatable is the Tour’s status as the world’s most watched, in-person live annual event – with 12m-plus people watching the race on the roadside each year.

The auto outfit is building an impressive heritage in supporting professional cycling and partners with several other events ranging from the Tour Of Britain to Prudential’s ‘RideLondon’.

Links

Skoda Cycling Website

http://skoda-cycling.com/

Skoda Cycling Facebook

https://www.facebook.com/SkodaCycling/app_1390488341165084

Skoda Tour De France Official App

http://new.skoda-auto.com/en/experience/mobile-apps/tour-de-france

Skoda Tour De France Website

http://new.skoda-auto.com/en/experience/events/pages/tour-de-france.aspx

Skoda & Thee Tour De France

http://www.skoda.co.uk/about-us/skoda-and-cycling/tour-de-france

Skoda Ride London