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Wahoo upgrades Tour of Britain partnership

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

The deal has been signed ahead of this year’s Tour of Britain, which begins in Carmarthenshire and runs from September 2-9.

As well as sponsoring the points jersey, Wahoo will continue to serve as the Tour’s official training and cycle computer partner.

Last year’s Tour of Britain points jersey was won by Norway’s Alexander Kristoff.

Chief executive and founder of Wahoo Fitness, Chip Hawkins, said: “As a company who understands the attention to detail required to win at the highest level, we’re proud to extend our support of professional road racing.

“Also acting as the race’s official training and cycle computer partner we look forward to providing fans with an insight into rider data from partner teams through TV and digital coverage.”

Wahoo’s cycling sponsorship portfolio also includes partnerships with Team Sky, Team Katusha Alpecin, Bora-hansgrohe and Canyon//SRAM Racing.

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The partnership is understood to be a three-season deal, from 2019-20 to 2021-22, and builds on AXA’s existing Global Partner agreement with Liverpool.

The deal is the largest ever sponsorship investment in UK women’s sport and comes less than a year after the league went fully professional in September 2018.

Under the five-year global deal, Oppo will become the first Official Smartphone Partner of The Championships, Wimbledon, as the event is officially known.

US sportswear brand Nike is paying about $7.5m (€6.7m) per year to sponsor China’s League of Legends Pro League (LPL), according to industry sources.