News Corporation has handed Team Sky a boost ahead of the start of the Tour de France this weekend by confirming 21st Century Fox as a sponsor of the International Cycling Union (UCI) ProTour outfit.
A proposed media and entertainment company, 21st Century Fox will be formed after News Corporation’s separation into two distinct publicly-traded companies. Under the terms of the sponsorship deal, branding from the company will appear prominently on riders’ kit and team vehicles from the beginning of the 100th edition of the Tour de France.
News Corporation and its subsidiary Sky Italia have enjoyed a partnership with Team Sky since the team’s inaugural race in 2010.
Team Sky enjoyed great success in the 2012 edition of the Tour de France when its rider Bradley Wiggins became the first British competitor to win the event.