Skoda, RaboDirect, Vodafone and LG sponsor SBS Tour de France coverage

The sponsors of SBS’s Tour de France coverage will be Skoda, RaboDirect, Vodafone and LG, the broadcaster has revealed.  

The announcement:

SBS has announced the four major sponsors for the 20th broadcast of the Tour de France, with returning sponsors Skoda and RaboDirect joined by new sponsors Vodafone and LG, all with integrated packages across a combination of television, online and digital outdoor.

Vodafone will sponsor the Tour de France coverage on SBS, and will also be SBS’s exclusive mobile partner in Australia. Vodafone customers can access exclusive mobile content including extensive video, latest news, highlights and interviews, real time GPS tracking for maps and profiles, rider tweets, live photos and race and rider alerts via an iPhone app1 and Vodafone live2.

LG has taken out a full category exclusivity package for SBS’s television broadcast.

Škoda has partnered with SBS in a major cross-channel consumer promotion to win a VIP trip to this year’s Tour de France. Škoda has a long association with cycling, with the company starting out life building bicycles back in 1895. Skoda has been a Tour de France partner since 2004 and recently extended this association through to 2013. Skoda has taken the full SBS annual cycling package including the Tour Down Under of which it is a Premier Partner and Official Vehicle Supplier.

RaboDirect will again take out naming rights for the RaboDirect Fantasy Tour de France, housed on the SBS Tour de France website. An interactive online Tour contest, Fantasy Tour mirrors the actual race and this year delivers a significantly higher value prize for competitors – a $20,000 RaboDirect High Interest Savings Account balance and weekly RaboDirect runners up cycling packs valued at $168 each.

SBS partners are able to further extend their audience reach via SBS’s new partnership with media company Executive Channel, which screens broadcast content in corporate lobbies and lifts.

SBS Director of Advertising Sales Mark Fairhurst said: “This year’s Tour broadcast will be the most comprehensive ever and we are pleased to welcome our partners Vodafone and LG, Skoda and RaboDirect, all with unique offers highly relevant to SBS’s dedicated cycling audience.

“SBS will deliver on connectivity with more consumer points of access for sponsors than ever before.”

Online SBS will cover live streaming and statistics, engagement and social media integration via Facebook, Twitter and a new dedicated YouTube channel.

It will also feature innovations such as ‘Tour Tracker’ which delivers live streaming, real-time standings and split times, real-time GPS tracking of the race by map and profile view including predictive tracking, play by play updates, rider profiles.

Last year, SBS’s Tour coverage reached a record cumulative 5.6 million Australian viewers.

Online, the 2009 Tour de France delivered record results. The site was visited by 427,000 unique browsers in July, up 55 per cent on 2008, generating 5.4 million page impressions – double the 2008 levels. Almost 1.4 million video views were recorded, up 24 per cent, generated by 130,000 unique viewers.

The 2010 Tour de France began broadcasting on SBS ONE at 2.00am on July 4th with live coverage daily as well as daily updates and highlights during peak timeslots.

Source: SBS press release


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