News Corp‘s soon-to-be-separated media and entertainment assets, to be known as 21st Century Fox, is adding its logo to Team Sky, the conglom’s BSkyB-sponsored pro cycling team — and just in time for the 100th Tour de France. The sport’s biggest event begins Saturday on Corsica and runs through July 21, giving Rupert Murdoch’s newly named company some serious worldwide brand awareness. It’s an interesting play: The sport is in the midst of recovering from a series of doping scandals that have engulfed even its biggest star Lance Armstrong, while News Corp has been dealing with a phone-hacking scandal of its own. Both now are working to rebuild trust with their respective audiences. News Corp splits its entertainment and publishing assets officially on Friday, and as part of the Team Sky deal announced today 21st Century Fox will become a 50-50 shareholder with founder BSkyB. Said current News Corp deputy COO James Murdoch, “It’s a great time to increase our commitment to Team Sky and to add the support of an exciting new entertainment brand.”

Related: Rupert Murdoch Unveils 21st Century Fox Logo: Video

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