Team Sky Agrees New Ford Sponsorship

Team Sky has signed a new sponsorship and supply deal with automotive manufacturer Ford, replacing Jaguar as the official car provider for the cycling team.

The three year deal, reportedly worth around $500,000 a year, ends Jaguar’s association with the Tour de France winners, which started in 2010 before expiring at the end of the 2015 season.

According to Ford, the most visible cars in the peloton will be the Ford Mondeo wagons used by their sports directors and team mechanics.  

Anthony Ireson, director, marketing communications Europe, at Ford, said: “Our new partnership with Team Sky is a fantastic opportunity to embrace this vibrant sport, and to connect with a new audience of passionate cycling fans.

“This partnership enables us to showcase Ford’s latest products right at the heart of the action to both the avid cycling fans that line the route of these incredible road races and those that tune in from around the world.”

Currently in use at the team’s Mallorcan training base, the vehicles will make their race debut in the first event of the European season at the Mallorca Challenge, starting on 28th January.

We’re delighted to be the official vehicle supplier for @TeamSky https://t.co/Ijt6SjxY2i

— Ford UK (@forduk) January 12, 2016

Sir David Brailsford, team principal at Team Sky, added: “Ford is the perfect partner for Team Sky, sharing our core values of combining technology and innovation to meet the specific and often varied demands needed in any high performance environment.

“As we embark on our racing programme, Ford’s range of vehicles will play a vital role for Team Sky delivering the right car for the right environment as we strive towards even greater success and more race wins in 2016 and beyond.”

The company is expected to activate the deal across key European markets in the first year, expanding out to global activity in the second.