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.

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.

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

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.

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

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.

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.

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.