Car manufacturer and former bike builder Skoda has signed up to the new London Bike Show, taking place at ExCeL in January 2011.
Starting life as a bike manufacturer in 1895, Skoda has supported the sport through sponsoring the Tour de France, Giro s-Italia and Tour de Suisse, as well as holding the role of official car sponsor to Rapha Condor and Team Raleigh.
Skoda is sponsoring the Bike Arena of the show, including a test strip, pump track, dirt track and trials area. Available to the public, the areas will feature pro demonstrations.
The London Bike Show itself will take place alongside the London International Boat Show and the Outdoors Show. Madison (with Ridgeback, Saracen, Cervelo and Genesis) will be exhibiting at the show as will Brompton, No Hills, Polaris and Bike Breaks.
The show, which runs from January 13th to 16th, will also see a Cytech Technical Advice Centre provide workshop hints and tips to visitors.