Skoda transforms Surrey cycling hotspot for a Taste of Le Tour
Škoda is proud to announce it is the official automotive partner for the world’s most prestigious cycling event, the Tour de France 2023, for the 20th year in a row.
To celebrate and bring the race to those most passionate about the sport, Škoda took over one of the UK’s top cycling hotspots, Denbies Wine Estate in Surrey, to recreate the atmosphere of the Tour and surprise unassuming Sunday morning cyclists.
Locals were met by screaming fans as they triumphed up the hill and received a professional commentary of their riding from renowned pundit, Simon Brotherton, making cyclists feel like the superstars of the Tour, just like the legendary Chris Froome and Mark Cavendish.
Surprised cyclists experienced a replica of the famous French race, surrounded by feather flags, mile markers, French signs, chalk floor markings, crowds draped in official merchandise, before sailing through an inflatable finish line which even featured an imitation of the notorious Didi the Devil, where they were met by Simon Brotherton, the BBC’s lead Tour De France commentator for the last 10 years.
Brotherton turned his expert eye toward amateur cyclists to offer expert analysis of every turn of the handlebar and rattle of the chain, as if being broadcast live all over the world. What’s more, each cyclist received an individual clip of their ride - complete with Simon’s words of wisdom – as a souvenir of their cycle.
Riders were confused, surprised but delighted, with Damian Brett, commenting “I really wasn’t expecting this when I got on my bike and left my house today – it’s usually so quiet and peaceful, so to see and hear the crowd was exhillarating!”
“For a split second, I felt like I was in the Tour. What an amazing experience…can you do this every weekend?”
Denbies Wine Estate is a notorious UK hotspot for hotshot road-cyclists, professionals in training, and casual cyclists thanks to its unique Zig Zag Road, scenic views on each side and close proximity to London. All these combined means there is no better place for Škoda to celebrate it’s long-term sponsorship of the Tour de France than by showing support for fellow cycling enthusiasts and bringing the Tour to their door.
Expert commentator, Simon Brotherton, said: “I loved watching cyclists make their way through Denbies Wine Estate and enjoying their coveted weekly rides – it reminded me that cycling is not just about the professional sport, but is such an integral part of so many family lives.”
“It’s a great way to keep fit and make memories at the same time, so it’s great that Škoda is inspiring ordinary people to take up two wheels!”
Skoda's longstanding partnership with the Tour de France showcases its unwavering commitment to the world of cycling. As a key sponsor since 2004, Škoda goes beyond traditional sponsorship by actively engaging in cycling activations such as the The Taste of Le Tour. These initiatives not only demonstrate Skoda's support for riders and fans but also contribute to the development of the cycling community.
Kirsten Stagg, Head of Marketing at Škoda UK, said: “The Taste of Le Tour is an ode to Škoda's ongoing support of Tour de France and dedication to keeping cycling alive within family units.”
“From the bike racks on the roof of the Enyaq, which will be the support car in the real Tour de France, to the sponsorship of the event itself, Škoda is proud to be the ongoing supporter of this phenomenal sport and to be the official vehicle partner at Tour de France for the 20th time.”