Skoda has renewed its sponsorship of ITV’s Tour de France coverage for a further two years, including idents on the main event itself which will be screened on ITV4 as well as a highlights show and mobile and online activity.
Skoda has been a supporter of the cycling event for over a decade and first tformed a tie-up with ITV for the 2014 season, a relationship which will now be extended to 2015 and 2016.
ITV’s commercial content director, Gary Knight, said: “Škoda is the perfect partner to sponsor our coverage of the Tour De France. Their long association with the sport and their deep understanding of the audience mirrors our own commitment to the tour and the many cycling fans across the UK. We are delighted that their first ever TV sponsorship with ITV last year has led to a further two year association.”
Last year ITV’s coverage of the race attracted 11 million viewers overall, peaking at 2.2 million at any one time.
The sponsorship package was negotiated by ITV Commercial and MediaCom with idents produced by Fallon UK.