The Colours of Škoda Auto Will Continue to Fly at the Tour de France for Four More Years

By We Love Cycling

In a move reflecting their dedication to the sport, Škoda Auto continues its journey with the Tour de France, extending their sponsorship agreement until 2028. This further solidifies Škoda’s partnership with the Amaury Sport Organisation (A.S.O.) as the extensive and exciting 4-year deal also comprises the Tour de France Femmes avec Zwift, La Vuelta a España, La Flèche Wallonne and Liège-Bastogne-Liège, as well as other international cycling events, five of them standalone women’s races.

This enduring partnership between Škoda Auto and A.S.O. started two decades ago, in 2004, but the history of the sport and the automaker has been intertwined for much longer. “We started as a bicycle company almost 130 years ago, and cycling today is a passion for many of the everyday explorers who are our customers,” notes Klaus Zellmer, CEO of Škoda Auto. “Supporting the cycling mission of the world’s preeminent race organiser A.S.O. is an honour and privilege for us at Škoda Auto.” Notably, the automaker has also been sponsoring the Tour de France green jersey, the coveted prize for sprinters, since 2015, which is now unmistakably tied to it in the eyes of all road racing fans.

Furthermore, there’s one major point to be highlighted: the partnership heralds a greener era for cycling races, with Škoda Auto pledging up to 250 all-electric and plug-in hybrid vehicles to the A.S.O. event organizers, from the iconic Enyaqs to the classic Superbs. The automaker is committed to the electrification of the entire vehicle fleet in the name of sustainability, which goes hand in hand with the ethos of cycling as a sport. “By continuing our trustful partnership with A.S.O. and the Tour de France, Škoda Auto reaffirms its strong connection to cycling and its fans worldwide,“ commented Martin Jahn, Škoda Auto Board Member for Sales and Marketing.

Škoda Auto’s digital footprint regarding cycling is impressive. The automaker also supports immersive smartphone apps for the Tour de France, Tour de France Femmes avec Zwift and La Vuelta, which provide real-time race updates, daily highlights or stories about the events’ history to cycling fans. And we must, of course, not forget our very own We Love Cycling magazine.

We wish Škoda Auto and A.S.O. four more fruitful and inspiring years ahead.