UK insurance company Friends Life has struck a deal with the British Cycling organisation to become the first title sponsor of the Tour of Britain race.
Under the deal, the terms of which were not disclosed, Friends Life has also renewed its title sponsorship of the UK’s Women’s Tour cycling series. The company served as title sponsor of the inaugural Women’s Tour earlier this year.
Andy Briggs, group chief executive of Friends Life, said: “Cycling is now hugely popular in Britain and we want to encourage and support its growing popularity by sponsoring the Tour of Britain. The success of the inaugural Friends Life Women’s Tour has fuelled our enthusiasm for elite road racing and the inspiration it brings to a wider cycling audience."
Reigning Tour of Britain champion Bradley Wiggins will defend his title at this year's race, which is scheduled to begin in Liverpool on September 7.
The inaugural Women’s Tour, which took place from May 7-11, was won by Dutch cyclist Marianne Vos.