Team Sky and some car company win PR gong

Jaguar and Team Sky have been gonged at the European Sponsorship Association Excellence Awards.
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Jaguar and Team Sky have been gonged at the European Sponsorship Association Excellence Awards, which recognises most excellent sponsorship work across, er, Europe.

The sponsorship award is in part for the video of Team Sky’s Chris Froomeriding through the Channel Tunnel. This PR stunt generateda great deal of press coverage and was widely shared on social media. The video was a promo to introduce a bespoke F-TYPE Coupé as well as the XFR-S Sportbrake as support cars for Team Sky.

James Barclay, senior manager, sponsorship & brand partnerships at Jaguar Land Rover said: “This is a huge accolade for Jaguar and reaffirms the excellent results achieved in our first year as Innovation partner to Team Sky. With a shared belief to push the boundaries, we look forward to executing industry-leading PR campaigns with Team Sky as we continue this successful collaboration throughout 2015.”

Carsten Jeppesen, Team Sky's head of technical operations & commercial, said: "Our partnership with Jaguar is unique for the cycling industry. We utilised Jaguar’s high performance aerodynamics expertise to develop the Pinarello Dogma F8, which was essential to its success. Our groundbreaking PR stunt involving Chris Froome’s ride through the Channel Tunnel has meant we have been able to bring cycling to new audiences. It has been a hugely successful technology and communications partnership.”

The car company and the cycle racing team became "innovation partners" in 2014, integrating design and engineering resources to develop new products for competition application, although they have worked together since 2010.

Tech brains were knocked together to create the Pinarello Dogma F8 bicycle in 2014.

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