Every July, the Tour de France reminds the world that cycling is a sport built on endurance. Not only the endurance of the riders, but of the stories, traditions, heritage and communities that have grown around it over more than a century. For brands, that idea feels especially relevant today.
We live in a time when attention is easy to chase and difficult to keep. Trends move quickly. Partnerships come and go. Campaigns are created around moments that can disappear almost as soon as they arrive. In that environment, heritage is often treated as an advantage: a founding story, a milestone anniversary, a long-standing connection to culture.
But heritage does not create relevance on its own. If it is only used as a reference point, it can quickly become passive; something a brand talks about when it wants to remind people where it came from, rather than something that helps shape where it is going.
The real question for any brand with history is not simply: what is our heritage? It is: what are we doing with it now?
At Škoda, that question has always been closely linked to cycling, as the first vehicle to ever come out of the Škoda factory line was, in fact, a bicycle.
Before Škoda became known for cars, our story began on two wheels. In 1895, Václav Laurin and Václav Klement started by building bicycles under the Laurin & Klement name. That origin is more than a historical detail for us. It is part of the way the brand understands mobility: as something practical, human and connected to everyday life. Cycling is in our blood.
That is why our relationship with cycling has never felt like a borrowed association. It is part of our foundation. It is also why Škoda’s long-standing partnership with the Tour de France continues to feel relevant more than two decades later.
Of course, the Tour is one of the world’s most recognised sporting events; a beautiful circus of sights and sounds, colours, moods and emotions. But for Škoda, the connection goes deeper than visibility. We have been the Tour de France’s official car supplier and partner since 2004, proving that behind every great bike is a great car. Our fleet of around 305 Škodas operates as support vehicles, including road crews and logistics vehicles, helping keep the race moving from stage to stage.
This year, we are bringing that connection closer to home through the collaboration Škoda Ali & Sons with Wolfi’s Bike Shop, one of the UAE’s most respected names in cycling and a long-standing champion of the local cycling community. Together, we are celebrating our enduring partnership by giving back to cyclists across the UAE and we recently offered a select group of enthusiasts the chance to win a fully paid trip to France and experience the Tour de France alongside Škoda, turning a global sporting spectacle into a once-in-a-lifetime opportunity for local riders.This is where many brands face an important distinction. Sponsorship can buy presence. Heritage can create a reason to be there. But only consistent action can make that presence believable.
Brands often talk about being “in tune” with culture. Increasingly, they are participating in cultural spaces and moments to reach and engage more of their ideal customers, from sport and music to design, food, wellness and mobility. But the moments that work are the ones that align naturally with a brand’s identity, heritage and timing. They succeed because the connection feels clear and credible, not because a brand has…