Chris Froome Returns to Tour de France as Skoda Ambassador

Chris Froome returns to the Tour de France, but not as a competitor, instead as an ambassador for car brand Skoda. The four-time Tour de France winner will attend several Skoda-supported cycling events, including this year's Tour de France.

What happened?

Chris Froome suffered a life-threatening injury in a training crash in September and hasn't raced since last year's Tour de Pologne. He's not under contract with any team this year, but has been working as Chief Innovation Officer at AI training platform Vekta.

Why it matters for Chris Froome

The partnership with Skoda reinforces the company's long-standing commitment to cycling, which began in 2004. Skoda has been involved in professional cycling for over two decades, supplying cars to the Tour de France and other ASO races.

What comes next?

Chris Froome will attend the world premiere of the all-electric Skoda Peaq on June 23 and join fans on a special ride at the Tour de France. He will also appear at other major cycling events, including La Vuelta and the Tour de France Femmes avec Zwift. The 41-year-old hasn't announced his retirement from racing, but a return to the WorldTour peloton looks unlikely. As of last December, Chris Froome said he wasn't ready to talk about his plans, but would let everyone know when he is. Skoda's involvement in cycling began in 1895 as a bike manufacturer before pivoting to cars in the early 1900s. The company has extended its partnership with the Tour de France until 2028 and has also partnered with the UCI at the Gravel and MTB World Championships. Chris Froome's role as Skoda Brand Cycling Ambassador will involve sharing his experience with amateur riders and newcomers to cycling. He will attend local competitions across Europe, promoting cycling and Skoda's commitment to the sport. The partnership between Skoda and Chris Froome is a significant one, given the company's long history in cycling.