Skoda Backs Itv’s Tour De France Coverage

11 May 2015 | sigadmin

Share on

ITV Commercial has announced that car manufacturer Škoda UK has renewed its sponsorship of ITV’s Tour de France coverage for a further two years.

The sponsorship package, which includes the ITV4 race coverage, highlights programme and mobile and online activity, starts on 4th July and covers the whole of the race.

Škoda has been a partner of the tour itself for over ten years, joining ITV’s coverage for the first time last year. The renewed deal will see that partnership extended over two years to include the 2015 and 2016 tours.

ITV has been the home of the Tour De France since 2002 and ITV4’s 2014 coverage of the race had its biggest ever audience. Overall the tour reached 11 million viewers, peaking with 2.2m viewers. The broadcaster will continue to cover the race until at least 2019.

The sponsorship package was negotiated by ITV Commercial and MediaCom for ŠKODA UK and the sponsorship idents will be produced by creative agency Fallon UK.

ITV’s commercial content director, Gary Knight, said: “Škoda 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 mirrors our own commitment to the tour and the many cycling fans across the UK. We are delighted that their first ever TV sponsorship with ITV last year has led to a further two year association.”

Niall McEvoy, communications manager for Škoda UK, added: “We are thrilled to have the opportunity to sponsor the TV coverage of the Tour de France for the 2nd year. Our involvement in cycling continues to grow in the UK and is a reminder of our cycling heritage which spans 120 years.”