ŠKODA UK Renews Tour of Britain Sponsorship

March 28, 2014

ŠKODA UK has extended its partnership with the Tour of Britain remaining the Official Car of the cycling extravaganza.

As part of the sponsorship deal, ŠKODA UK will again sponsor the King of the Mountains jersey and will also be official vehicle partner to the Pearl Izumi Tour Series and Tour Rides.

The Tour of Britainis the UK’s biggest professional cycle race and the country’s largest free-to-spectate live sporting event, taking place between 7-14 September.This year’s event will be the eleventh edition of the modern Tour, since its revival in 2004.

As the official car partner, ŠKODA UK will supply 50 support vehicles for the event; these include the flagship ŠKODA Superb, Octavia Estate, Yeti and Rapid Spaceback. The brand will also sponsor the prestigious King of the Mountains jersey which is awarded to the best climber in the race. Riders will compete for points at designated ŠKODA King of the Mountain climbs on each road stage of The Tour.

Emily Burns, Communications Manager for ŠKODA UK commented: “We’re extremely proud of ŠKODA’s heritage in cycling and our continued partnership with Tour of Britain offers an exciting opportunity to demonstrate our support for the sport and be a part of a world-class cycling festival.”

Alastair Grant, Commercial Director for SweetSpot, added: “We are delighted to be able to continue our relationship with ŠKODA UK. The reliability and practicality of ŠKODA UK’s model range make them the perfect partner for professional cycling events. We look forward to working together on what is set to be another exciting year for the world of cycling.”