Skoda gears up for The Tour of Britain

Skoda UK has announced a major new sponsorship deal with The Tour of Britain, which will see the car manufacturer take ownership of the King of the Mountains Jersey, as well as becoming The Tour’s Official Car Partner.
 
The partnership between The Tour of Britain and Skoda will see three ‘Skoda King of the Mountain’ sprints taking place on each stage of the 2011 race. The Tour of Britain begins in Scotland on Sunday 11 September, culminating in a central London finish on Sunday 18 September.
 
Originally a bicycle manufacturer, Skoda has a long association with the sport dating back to 1895. Today, cycling continues to play an important role for the brand – worldwide it is an official partner of the famous Tour de France, Giro d’Italia and Tour de Suisse. In the UK, Skoda is proud of its association with two UK teams – Rapha Condor Sharp and Team Raleigh.
 
With a history steeped in cycling heritage and a brand synonymous with energy and adventure, the partnership with The Tour of Britain is a natural fit. Supplying a 50-strong fleet of Skoda support vehicles, the brand will be responsible for guiding participating riders across the length and breadth of Britain as they compete in the UK’s biggest professional bike race.
 
The Tour of Britain will feature 16 teams of six riders, all of whom will complete a total distance of approximately 767 miles (1,235 kilometres), taking them from Scotland down to the Midlands before finishing on the streets of central London.
 
Five teams will be supported by Skoda vehicles for the duration of the eight-day cycling challenge – including two British UCI Continental teams, Rapha Condor Sharp and Team Raleigh, both of whom will be hoping to become the first British pro team to win a stage of The Tour of Britain.
 
Catherine Sleigh, Head of Press & PR for Skoda UK, comments: "We’re very proud of Skoda’s long history in cycling and our partnership with the Tour of Britain gives us the exciting opportunity to help deliver the UK’s leading professional bike race. The gruelling 767 mile course should offer the perfect chance to demonstrate the high standards to which our vehicles are designed and engineered.
 
“It’s also an honour to be sponsoring the iconic King of the Mountains jersey and I hope that cycling fans across the UK will be drawn to each of the ‘Skoda King of the Mountain sprints’ to witness the action first hand.”
 
Commenting on the partnership, Hugh Roberts, Chief Executive for SweetSpot Group, organisers of The Tour of Britain, said: “This is excellent news for The Tour of Britain and we look forward to Skoda becoming synonymous with the King of the Mountains at this year’s event.
 
“The 2011 Tour will be the last major cycling event in Britain before the London Olympics and will give British cycling fans the opportunity to see the best professional riders in the world competing on our roads. We’re delighted to have Skoda on board for what promises to be another fantastic event and true celebration of cycling talent.”
 
Skoda joins Yodel, IG Markets and Tour of Britain official charity partners The Prostate Cancer Charity, in taking ownership of one of the race’s four leader’s jerseys.