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Tour of Britain secures OVO Energy as title sponsor

UK energy supply company OVO Energy has struck a deal to serve as title sponsor of the Tour of Britain, while sports apparel manufacturer Dare 2b and alcohol-free wine brand Eisberg have extended deals with the series of cycling events.

Terms of the title sponsorship were not disclosed, but it was confirmed that the deal will cover this year’s event.

OVO Energy will serve as the title sponsor of both the Tour of Britain and Women’s Tour, with the leader’s jersey to be branded in the colours of the company.

In addition, OVO Energy will sponsor this year’s Tour Ride amateur event.

Meanwhile, Dare 2b has agreed a deal to provide the leader’s jerseys and official apparel to the Tour of Britain, Women’s Tour and the Tour Series.

Eisberg will present the jerseys awarded to the leading men’s team at each round of the Tour Series and will also sponsor the sprint jerseys at all three events.

In addition, during the Tour of Britain and Women’s Tour, intermediate Sprints on each stage route will be branded in the colours of Eisberg.