Skoda UK is set to sponsor the Tour de France 2014 on ITV, in a deal negotiated by ITV Commercial and MediaCom.
Set to run from 5 July, the sponsorship will cover broadcast content on ITV4 as well as mobile and online platforms.
Steve Bignell, sales director at ITV, said: “We are very excited to welcome Skoda to ITV in their first sponsorship with the network. The Tour de France is a great platform to reach their target audience, and we look forward to making the partnership a great success.”
Skoda vehicles are used to transport technical engineers, medical staff and essential maintenance kit during the Tour de France.
Emily Burns, communications manager for Skoda UK, said: “Our involvement in cycling continues to grow in the UK and as an official partner of the Tour de France, which this year includes stages in Yorkshire, Cambridgeshire and London, the opportunity to sponsor the TV coverage offers a great fit with our plans for 2014.”
Sponsorship idents for the car brand will be created by Fallon.