Non-alcoholic wine brand Eisberg has agreed a deal to sponsor the Tour of Britain cycling event.
The three-year agreement covers the 2016 to 2018 editions of the race and names Eisberg as the event’s official wine partner.
Eisberg will serve as the presenting sponsor of the yellow jersey – which is awarded to the leading rider at the end of each day’s racing – at this year’s event, which takes place from September 4-11.
Eisberg’s wines will be made available to VIP hospitality guests during all eight stages of this year’s Tour, while each stage winner will celebrate on the podium with a bottle of the brand’s soon-to-be-released sparkling wine.
“Our market research revealed that there is a growing market of male consumers with an interest in alcohol-free alternatives and the Tour of Britain provides a great opportunity to engage this audience,” Andrew Turner, director of wine at Eisberg’s parent company Halewood Wines & Spirits, said.
Eisberg joins ChainReactionCycles.com, Skoda, Yodel and Adnams as top-tier partners of the race.