SBS signs record number of Tour de France sponsors

By By Wenlei Ma | 30 June 2011
Image source: Wikimedia Commons.

SBS has locked in five sponsors for its Tour de France coverage, with Skoda, IG Markets, IAG, Avanti and HTC signing on.

SBS has said this year is the largest sponsorship in both numbers and investment it has ever received in 21 years as the official broadcaster of the Tour de France.

The broadcaster has also relaunched its Cycling Central website, which features an improved user interface with genre specific sections and homepages and live streaming.

SBS director of sales Mark Fairhurst said: "Despite advertising and sponsorship competition from this year's Rugby World Cup, the continuing growth and interest in cycling is demonstrated by the fact that this is our largest commitment in sponsorships SBS has ever had for the Tour de France.

"The sponsorships and what they include are tailored to each sponsor, however they are all taking advantage of SBS's multi-platform delivery across SBS TV and online, with specific integration into the relaunched Cycling Central."

The Tour de France coverage starts on 2 July.

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