Tour of Britain

Cycling
Events

IMG and British Cycling today (Thursday) announced a comprehensive commercial tie-up as the journey continues to revitalise the sport in the country after a period of upheaval
Cycling
Sponsorship & Marketing

A deal unveiled between British Cycling and Lloyds Bank represents the largest new sponsorship brought on board by any UK sports governing body in the last 18 months, the cycling body claims.
Cycling
Sponsorship & Marketing

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.
Cycling
Sponsorship & Marketing

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.
Cycling
Sponsorship & Marketing

SweetSpot, which organises and promotes cycling’s Tour of Britain, has turned to Orsen, the Switzerland-based sports marketing agency, to commercialise its events after failing to land a title sponsor.
Road Cycling
Sponsorship & Marketing

Cycling’s Tour of Britain has signed up a ‘Points Jersey Partner’ in the form of holiday cottages and luxury homes provider, cottages.com, but has yet to confirm a title sponsor for this year’s race. The
Road Cycling
Sponsorship & Marketing

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
Cycling
Sponsorship & Marketing

SweetSpot Group, which organises cycling’s Tour of Britain, is seeking a title sponsor for this year’s event after talks with a prospective backer broke down.
Cycling
Sponsorship & Marketing

Logistics company Kuehne+Nagel has agreed a deal to sponsor the Tour of Britain and Women’s Tour cycling events.
Road Cycling
Sponsorship & Marketing

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.
Cycling
Industry Moves

SweetSpot Group, the organising body of the Tour of Britain and Women’s Tour road cycling races, has appointed Miles Rose as its commercial director.
Cycling
Sponsorship & Marketing

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
Cycling
Sponsorship & Marketing

Sweetspot Group, organisers of UK cycling events including the tour of Britain, has signed up cycling outfitters Pearl Izumi as a sponsor
Cycling
Media

The Tour of Britain and Women’s Tour, the UK’s leading cycling races, have agreed five-year global broadcast rights deals with international sports broadcaster Eurosport and digital platform Global Cyc…
Cycling
Events

The Tour of Britain has become the latest cycling event hit by Covid-19, with this year’s edition being cancelled and rescheduled for 2021.
Cycling
Sponsorship & Marketing

Czech car brand Škoda has extended its role as Official Car Partner and ‘King of the Mountains’ jersey sponsor for the Tour of Britain and Women’s Tour races through 2020. Šk
Cycling
Events

Aberdeen City and Aberdeenshire Councils have agreed a two-year deal to host stages of the Tour of Britain cycling race in the Scottish region for the first time
Cycling
Sponsorship & Marketing

SweetSpot, the organisers of UK cycling’s Tour of Britain, Women’s Tour and Tour Series, will be seeking a rights fee uplift from a new title partner across all three events after the exit of Ovo Energy thi…