International healthcare group Bupa has agreed a three-year extension to its sponsorship of the Tour Down Under UCI World Tour road cycling event.
The new deal will run until at least 2017. Bupa has a long affiliation with the annual event having sponsored the Tour Down Under since 2004.
Under the extension, the company will retain the naming rights to the Bupa Challenge Tour event that features thousands of recreational riders cycling a certain route on the same day as the professional riders.
In addition, ‘Bupa Troopas’ cheerleaders will again be stationed throughout the course, while the Bupa Chill Zone will be in place at the finish line to allow riders to recover after the event.
Bupa will also extend its sponsorship activities further by developing a range of nutrition and training plans to support riders.
The 2014 Tour Down Under will be held in Adelaide and regional South Australia from January 18-26.