The ever-turning sponsorship wheels literally keep turning at the Tour de France.
One month after Czechoslovakian manufacturer Skoda announced it had extended its sponsorship with the Tour de France, German automaker Audi said it's withdrawing its sponsorship.
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 cycling's biggest event through 2011.
But Audi, a team co-sponsor of the well-established German T-Mobile squad, has had enough of the Tour.
VeloNews.com, citing German media accounts, reported Thursday that Audi will end its sponsorship of the cycling team at the end of the year.
The withdrawal follows the exit of T-Mobile as the team's primary sponsor. The telecommunications company announced last Tuesday its plans to end its title sponsor status at the end of this season.
"The withdrawal of Deutsche Telekom means we've lost the major partner and the basis of our involvement," Iris Altig, an Audi spokeswoman, told Associated Press "We will not continue our involvement next year."
Skoda, meanwhile, which also supportsw the Giro d'Italia, will provide more than 200 cars to the Tour in 2008. 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."
Related Link:
Skoda, Tour de France Reach Sponsorship Extension
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