Tour of Britain

IMG and British Cycling today (Thursday) announced a comprehensive commercial tie-up as the journey continues to revitalise the sport in the country after a period of upheaval

A deal unveiled between British Cycling and Lloyds Bank represents the largest new sponsorship brought on board by any UK sports governing body in the last 18 months, the cycling body claims.

British Cycling has indicated it will be willing to engage the support of sports marketing agencies after taking on the responsibility for delivering this year’s Tour of Britain men’s and women’s road races.

The Tour of Britain cycling race is at risk of being cancelled after British Cycling alleged race promoter SweetSpot owes hundreds of thousands of pounds in unpaid race licence fees.

SweetSpot, which organises and promotes cycling’s Tour of Britain, has turned to Orsen, the Switzerland-based sports marketing agency, to commercialise its events after failing to land a title sponsor.

Cycling’s Tour of Britain has signed up a ‘Points Jersey Partner’ in the form of holiday cottages and luxury homes provider, cottages.com, but has yet to confirm a title sponsor for this year’s race. The

UK investment platform AJ Bell has extended as title sponsor of the upcoming Tour of Britain cycling event for a second year, despite a wider search for a new lead sponsor by the race organisers in 2022

SweetSpot Group, which organises cycling’s Tour of Britain, is seeking a title sponsor for this year’s event after talks with a prospective backer broke down.

Logistics company Kuehne+Nagel has agreed a deal to sponsor the Tour of Britain and Women’s Tour cycling events.

The UK division of Czech car brand Škoda has extended its sponsorship with the Tour of Britain and Women’s Tour cycling events for three more years.

Craft beer brand Jubel has signed as the ‘Official Après Beer’ of the UK’s pro-cycling events, the Tour of Britain, Women’s Tour and Tour Series. Unde

Sweetspot Group, organisers of UK cycling events including the tour of Britain, has signed up cycling outfitters Pearl Izumi as a sponsor

Czech car brand Škoda has extended its role as Official Car Partner and ‘King of the Mountains’ jersey sponsor for the Tour of Britain and Women’s Tour races through 2020. Šk

SweetSpot, the organisers of UK cycling’s Tour of Britain, Women’s Tour and Tour Series, will be seeking a rights fee uplift from a new title partner across all three events after the exit of Ovo Energy thi…

The Tour of Britain, Women’s Tour and Tour Series are seeking a new title sponsor after UK energy supplier OVO Energy ended its backing of the cycling events.

Fitness devices manufacturer Wahoo has enhanced its relationship with the Tour of Britain by becoming the official points jersey partner of the cycling event