Whether we are talking about the Men’s Tour de France or the Women’s Tour de France, Škoda is essential with its caravan, its fleet of vehicles dedicated to the organization as well as to the partners and its commitment as sponsor of the Green Jersey. To better understand the Czech car manufacturer’s commitment to cycling, the cornerstone of its sponsorship strategy, we boarded the Škoda caravan tank during the 7th stage of the Tour de France Women with Zwift (Lannemezan-Tourmalet) and met Océane Arnould-Dupuy, Events and Sponsorship Manager at Škoda France.
Bruno Cammalleri: where is the electrification of Škoda on the Tours de France?
Oceane Arnould-Dupuy : For this 2023 edition, building on the successful experiences in 2021 and 2022, Škoda continues to transform the Tour in terms of carbon footprint. 100% of the cars used by the organization, at the very heart of the race, are again electrified Škoda models, plug-in hybrids (Superb and Octavia) or 100% electric like the Enyaq of the management car race. Our caravan made up solely of Enyaq has also been 100% electric for three years. In addition to supplying the entire fleet of vehicles to the organizer ASO, Škoda also equips numerous teams present and partners on the Tour with different models from its range.
Bruno Cammalleri: what are the issues underlying the deployment of electromobility for Škoda on the Tours de France?
Oceane Arnould-Dupuy : this successful electrification dynamic on the Tours de France is in line with the overall dynamic of that of the Škoda brand, which is electrifying more and more: five new electric vehicles will be released within a period of three at four years old. The Enyaq is the vehicle that marks Škoda’s transition to a 100% electric range. It is therefore important to show it on the roads of the Tours de France to show what the brand is today. Besides that, it’s a way to support ASO and the Tour de France in its greening and the reduction of the carbon impact of an event such as the Tour. We talk a lot with ASO before each Tour to see what we could put in place each year to go a little further in this decarbonization of the event.
Bruno Cammalleri: Precisely, with regard to the issue of decarbonization, how did these discussions before the Tour de France with ASO end?
Oceane Arnould-Dupuy : for us the main lever in connection with this decarbonization remains the fleet of vehicles given that we have the advantage of being a car manufacturer: in addition to our caravan and the vehicles that we supply to ASO, we try to Supporting other partners such as France TV, Senseo, LCL, Mécénat Chirurgie cardiac, FDJ, etc. In total, more than 250 Škoda vehicles traveled the Tour de France 2023 between Bilbao and Paris. And like the Men’s Tour de France, Škoda supplies the Women’s Tour de France with Zwift with the car fleet to ASO with 33 vehicles planned for the organization, including race director Marion Rousse’s car. Three years ago the partners of the Tour looked at us saying “we’ll see how it works” and now they realize that it works. Little by little they are taking the plunge and it is also our role as Škoda and supplier of the organisation’s vehicles to set an example. Who better than us can do it?
The other lever remains the goodies. In the instructions given to each partner before each Tour de France, there is the objective of having the most reusable goodies possible. It is on this basis that we designed our goodies so that they can have a second life after the Tour. That’s why we distribute t-shirts, bucket hats and shopping bags. These are very often accessories that we will find at festivals, at parties etc… we always wonder what will become of the goodies after the race.
Bruno Cammalleri: what is the Škoda We Love Cycling program?
Oceane Arnould-Dupuy : this program has just passed the bar of 30,000 enthusiasts! Škoda We Love Cycling is our cycling sponsorship platform. We talk a lot about the Tour but this program really lives all year round. It is open to everyone and 100% free, without any subscription or paid membership. It is made up of regional cycling clubs. These clubs are led by captains who organize bike outings for different levels. For Škoda the goal is to underline the fact that we are partners of all cycling and all cyclists. Whether you are a beginner, intermediate or experienced, there is something for everyone.
The other part of the program concerns the challenges that we organize every month. There are not only sporting challenges, it can consist of answering questions about certain races or about our ambassadors etc… there are prizes to be won as in the context of the Tour de France where we had 3 places in the race in the VIP program of Škoda, which is quite exceptional. We set up these challenges with prizes at all the races where we are a partner such as Paris-Roubaix, Paris-Nice, the Critérium du Dauphiné, the Tour de Bretagne etc… we can win bikes, jerseys etc. …
Bruno Cammalleri: how to develop the feminization of cycling?
Oceane Arnould-Dupuy : I am very happy and very proud to be able to say that from the first edition of the Women’s Tour de France with Zwift we have been a partner of the event, and in the same way as the men’s Tour de France: we are a major partner, supplier vehicles of the organization and sponsor of the green jersey. This partnership is therefore a first lever to accelerate the feminization of cycling.
In addition, we have recruited a new Team Škoda ambassador who is Evita Muzic, 2021 French elite champion. We did not have a female road cycling ambassador, so we are very happy that she has joined the program, which which allows us to push women’s sport and women’s cycling even further. Just as we do through the Škoda We Love Cycling program where we direct our communications towards everyone. We prioritize by levels and then, women as well as men, everyone is welcome!
Bruno Cammalleri: and you, personally, how do you feel after 4 weeks on the roads of the Tours de France?
Oceane Arnould-Dupuy : we are inevitably a little tired because 4 weeks is a long time! These are 4 very intense weeks where we do non-stop. But there is a dynamic and a certain effervescence which means that we are carried by the teams. We surf this wave and we tend to feel tired once the two events are over. I think the adrenaline and excitement of the event makes you feel less tired. But we also know how to manage, be careful, go to bed early when necessary!
