The 94th edition of the Tour de France will start in London on July 7th and finish as usual in Paris on the Champ Elysées on July 29th after 3547 km. Team Discovery Channel will take the road of the Tour for the third time in 2007. The team includes Italian cyclist Ivan Basso who finished third in the 2004 Tour de France and second in 2005.
This sponsorship offers Mio a good way to give more exposure to its brand, which so far was not well known by consumers compared to its key European contenders TomTom, Garmin and Navman. Paul Notteboom, Mio President for Europe, recognized it when speaking to GPS Business News in March at CeBIT: “Mio is still lacking brand awareness. Our strategy is to increase channel communications, Public Relations and targeted advertising”. This sponsoring of Team Discovery Channel is the right way to implement this strategy.