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Skoda to Sponsor This Year's Tour de France, Will Showcase the New Superb

Think of a race that is considered the world’s third largest sporting event after the football World Cup and the Olympics Games. Last year, around 15 million supporters turned out to cheer on the riders on the track, and 1.4 billion people watched the race. Now, imagine what that sort of visibility means for the official car sponsor.
Skoda to Sponsor This Year's Tour de France, Will Showcase the New Superb 1 photo
Skoda is sponsoring the world’s most popular bicycle race for the 12th time, but it all happens for a reason. After all, cycling is a cornerstone of the company’s sponsorship strategy, and it all goes back to the very beginning of the brand itself. Skoda’s founding fathers Vaclav Laurin and Vaclav Klement began the company’s success story 120 years ago with the production of bicycles.

Getting back to the event in question, we should say that we are looking at the 102nd Tour de France, a race that covers over 3,360 kilometers (2,087 miles) in 21 stages this year. The starting gun will be fired on July 4 in the Dutch city of Utrecht, and the riders will cross the Champs-Elysees line on July 26.

Apart from an impressive car fleet of 250 vehicles provided to fit the event, spectators’ eyes will be drawn to one thing in particular that is the new Skoda Superb. The brand’s redeveloped flagship model features emotive designs, the most room in its segment and proper technology.

According to the carmaker, during the Tour, the red Skoda Superb serves as a kind of ‘mobile control centre’ for Le Tour Director Christian Prudhomme. Apart from the Corrida-Red finish, the Superb also has a panoramic glass roof installed that can be opened at the touch of a button. Also, it was fully equipped with technical equipment to perfectly fulfill its function as the control center of the tour.

press release

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