Sweetspot
British Cycling engaging agencies as it takes on Tour of Britain delivery
British Cycling has indicated it will be willing to engage the support of sports marketing agencies after taking on the responsibility for delivering this year’s Tour of Britain men’s and women’s road races.
British Cycling cancels SweetSpot promoter deal alleging missed payments
The Tour of Britain cycling race is at risk of being cancelled after British Cycling alleged race promoter SweetSpot owes hundreds of thousands of pounds in unpaid race licence fees.
AJ Bell extension ends Tour of Britain title sponsorship search
UK investment platform AJ Bell has extended as title sponsor of the upcoming Tour of Britain cycling event for a second year, despite a wider search for a new lead sponsor by the race organisers in 2022
Škoda UK extends with cycling’s Tour of Britain and Women’s Tour
The UK division of Czech car brand Škoda has extended its sponsorship with the Tour of Britain and Women’s Tour cycling events for three more years.
Beer brand Jubel signs with Tour of Britain as search continues for title sponsor
Craft beer brand Jubel has signed as the ‘Official Après Beer’ of the UK’s pro-cycling events, the Tour of Britain, Women’s Tour and Tour Series.
Unde
Tour of Britain title sponsor sought to replace OVO Energy
The Tour of Britain, Women’s Tour and Tour Series are seeking a new title sponsor after UK energy supplier OVO Energy ended its backing of the cycling events.
OVO Energy extends commitment to UK cycling showpieces
UK energy supplier OVO Energy has extended its title sponsorship of the Tour of Britain and Women’s Tour, while it has extended its backing of British cycling to cover the Tour Series.
Aviva follows Friends Life lead on Tour of Britain
The marketing team behind insurance company Aviva will continue to “test the waters” as title sponsor of cycling’s Tour of Britain and Women’s Tour. The brand assumed the rights from its subsidiary financial services company Friends Life, which served as title sponsor to both in 2014.