Devoted to the auto industry – builders to enthusiasts

Professional cycling's image is not as its best, but that didn't deter the Czech manufacturer Skoda from agreeing Wednesday (Oct. 24) to extend its sponsorship of the Tour de France through 2011.

Skoda's vehicles are not available in the United States. But the brand is distributed in nearly 40 countries — and that's reason enough to be part of the bicycle race's huge marketing machine as its official vehicle.

Financial terms were not disclosed, but the agreement occurred on the eve of the unveiling of the 2008 Tour de France route in Paris. The new contract was reached with Amaury Sport Organization (ASO), organizer of the Tour de France and other international races like Paris-Roubaix.

"By this move, we want to help the organizers to clean up cycling," Skoda spokesman Jaroslav Cerny told The Associated Press. "We want to support them in good as well as bad times."

Skoda, which has also supported the Giro d'Italia since 2006, provides more than 200 cars to the Tour. It began its sponsorship with the race in 2004. Skoda also sponsors ice hockey.

"Our continuing involvement in cycling and especially the partnership with the Tour de France is part of our long-term strategy of teaming up with the best and thus enhancing the brand awareness and visibility on one side while demonstrating first-class quality of our products on the other," said Martin Lauer, Skoda spokesperson.

"Cycling is a worldwide phenomenon, a sport done by millions of people of all age categories and professions. We want to be where our existing and potential customers are and, at the same time, help support this wonderful sport."