ŚKODA has today announced an extension to its partnership with the Women’s Tour and
Tour of Britain races through 2020 as part of its continued push for gender equality in
cycling.
As the Official Car Partner, as well as the Queen and King of the Mountains jersey sponsor, of Britain’s leading professional cycling races, ŠKODA will play a key role in delivering the world’s most watched standalone women’s cycle race*.
ŠKODA’s partnership with ESA member SweetSpot, the organisers of both the Women’s Tour and Tour of Britain, dates back to 2011. More recently, the iconic and innovative car manufacturer launched its #ThisIsOurTime campaign to champion the achievements and ambitions of women in cycling.
Lisa Kirkbright from ŠKODA UK commented:
“We are delighted to continue our sponsorship of these high-profile British cycling events. During the 2020 cycling season we will carry on our commitment to champion gender equality in the sport through the sponsorship of the Women’s Tour and the continuation of the #ThisIsOurTime campaign.”
Hugh Roberts, MD of SweetSpot Group, added:
“As our longest-running jersey partner, we look forward to celebrating the 10th year of ŠKODA’s involvement with Britain’s leading cycle races in 2020.
“Given ŠKODA’s leading role in the sport, in particular the #ThisIsOurTime campaign, it is fitting that they want to continue their association with the Women’s Tour.
“Following last month’s announcement detailing our 10-year partnership extension with British Cycling, this is the latest piece of excellent news showing the confidence in SweetSpot’s world-leading events by a global brand.”
The 2019 Women’s Tour Queen of the Mountains title was won by Polish rider Kasia
Niewiadoma (Canyon//SRAM Racing). Home rider Jacob Scott (SwiftCarbon Pro Cycling)
triumphed in the competition at September’s Tour of Britain.
Earlier this month race organisers announced that they are looking for a new title partner for the Women’s Tour and Tour of Britain in 2020 onwards following the conclusion of the three-year partnership with OVO Energy.
*According to UCI figures (December 2019); data based on TV audience.
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NOTES TO EDITORS
About the Women’s Tour
Created by SweetSpot Group in 2014, the Women’s Tour is the UK’s first international stage race for women, bringing the world’s top riders to compete in Great Britain as a part of the UCI Women’s WorldTour. In addition to its wider aims of promoting active and healthy lifestyles to women, the event has championed equality in sport, notably offering the same prize fund pro rata as the men’s Tour of Britain. The race will expand to six days for the first time in its history in 2019. The race, which has been won by the likes of Marianne Vos (2014), Lizzie Deignan (2016, 2019) and Coryn Rivera (2018), attracts an annual roadside audience of 300,000, as well as over three million fans through linear and online platforms.
For further media information please contact Peter Hodges (07970 526 519 / peterh@thetour.co.uk) and Nick Bull (07977 151 184 / nickb@thetour.co.uk).