Adyen, the global financial technology platform of choice for leading businesses, is the official payments partner of the Women’s Tour and Tour of Britain
The company, which processes payments for the likes of Uber and Spotify and UK businesses, Brompton Bicycle and Rapha, will be supporting the Tour’s organisers, Sweet Spot, to set up and process payments around the event.
Additionally, it will be presenting the daily Adyen Combativity Award across all fourteen days of competition this June and September.
Adyen UK MD, Colin Neil, said: “We’re very excited to be supporting the Women’s Tour and Tour of Britain by helping to set up and process its payments. With our commitment to inclusivity and sustainability, cycling is an ideal fit for our values.
“We’re also very much looking forward to presenting the Combativity Award. We work with some of the world’s most exciting and disruptive companies that wouldn’t be here if they hadn’t fought hard to challenge the status quo. Combativity is what drives positive change for everyone.”
Tour of Britain and Women’s Tour Commercial Director Miles Rose said: “We are delighted to welcome Adyen on board as our newest partner and welcome their partnership of our flagship events. I am particularly looking forward to developing the payments programme of our events utilising Adyen’s technology and expertise.”
The Women’s Tour, the UK’s longest-running UCI Women’s WorldTour event, returns to its traditional early summer date in 2022. The six-stage race will take place between Monday 6 – Saturday 11 June, beginning in Colchester and finishing in Oxford city centre.
This year’s Tour of Britain (Sunday 4 – Sunday 11 September) will see over 100 of the world’s best riders race from Aberdeen to the Isle of Wight in what promises to be another memorable edition of this country’s flagship cycling event.
–ENDS–
About Ayden
Adyen (AMS: ADYEN) is the financial technology platform of choice for leading companies. By providing end-to-end payments capabilities, data-driven insights, and financial products in a single global solution, Adyen helps businesses achieve their ambitions faster. With offices around the world, Adyen works with the likes of Facebook, Uber, H&M, eBay, and Microsoft. The cooperation with Tour of Britain as described in this merchant update underlines Adyen’s continuous growth with current and new merchants over the years.
About the Tour of Britain
Relaunched in 2004 after a five-year absence from the calendar, the Tour of Britain is British Cycling’s premier road cycling event, held annually across eight days in September.
The free-to-watch sporting spectacular features Olympic, world and Tour de France champions, and attracts a roadside audience of over 1.5m spectators. Live coverage of the race is shown daily in the UK on ITV4, in addition to around the world. The Tour of Britain is part of the UCI ProSeries, making it one of the most prestigious sporting events in the sport’s global calendar.
Follow the Tour of Britain on Twitter, Facebook and Instagram or via the event’s official website at tourofbritain.co.uk.
About the Women’s Tour
Created by SweetSpot Group in 2014, the Women’s Tour is the UK’s first international stage race for women, bringing the world’s top riders to compete in Great Britain as a part of the UCI Women’s WorldTour.
The race, which has been won by the likes of Marianne Vos (2014), Lizzie Deignan (2016, 2019) and Coryn Labecki (2018), attracts an annual roadside audience of 300,000, as well as over three million fans through linear and online platforms.
Follow the Women’s Tour on Twitter (#WomensTour), Facebook, and Instagram or via the event’s official website at womenstour.co.uk.
For further media information, please contact:
- Peter Hodges (07970 526 519 / peterh@thetour.co.uk)
- Nick Bull (07977 151 184 / nickb@thetour.co.uk).