Skoda signs two-year deal to sponsor Tour de France on ITV

Skoda, the car manufacturer, is to sponsor ITV's coverage of the Tour de France for the next two years.

Tour de France: Skoda sponsored ITV’s coverage last year
Tour de France: Skoda sponsored ITV’s coverage last year

The agreement includes ITV4’s coverage, the highlights show, and mobile and online activity from 4 July.

Skoda has been the official sponsor of the cycle race for more than ten years and sponsored ITV’s coverage in 2014.

The deal was brokered by the ITV commercial team and MediaCom. The idents for the activity will be created by Fallon.

Gary Knight, the commercial content director at ITV, said: "Skoda is the perfect partner to sponsor our coverage of the Tour de France. Their long association with the sport and their deep understanding of the audience mirror our own commitment to the tour and the many cycling fans across the UK.

"We are delighted that their first TV sponsorship with ITV last year has led to a further two-year association."

ITV has broadcast the Tour de France since 2002 and will continue to do so until 2019. The 2015 race will begin in Utrecht in the Netherlands.

Last year, the Tour de France started in Yorkshire and pulled in its biggest-ever audience of 11 million. The race was won by Vincenzo Nibali.

Niall McEvoy, the communications manager at Skoda UK, said: "We are thrilled to have the opportunity to sponsor the TV coverage of the Tour de France for the second year. Our involvement in cycling continues to grow in the UK and is a reminder of our cycling heritage which spans 120 years."


Become a member of Campaign from just £51 a quarter

Get the very latest news and insight from Campaign with unrestricted access to ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an alert now

Partner content