Brother UK will continue their support of Britain’s biggest professional cycle races, the Tour of Britain and Women’s Tour, for a tenth consecutive season in 2023, it has been announced.
Brother UK will remain the Official Print and Results partner and continue to serve as presenting partner of the Green Zones in both the Women’s Tour and Tour of Britain, the latter starting in Manchester, the company’s home city, this September.
In 2022 Brother UK extended their support to encompass the recycling Green Zones, working alongside race organisers SweetSpot and Enval to enable the collection and recycling of discarded gel wrappers and packaging, reflecting the company’s sustainability commitments that have earned a host of independent accreditations, including two Queens Awards.
The extended partnership was announced alongside Brother UK’s commitment to two women’s Elite Development Teams, Hutchinson – Brother UK (formerly Team Brother UK – LDN), and Team Brother UK – Orientation Marketing.
Managing Director, Phil Jones MBE, said: “Our sponsorship of The Women’s Tour and The Tour of Britain carries the Brother UK brand into the hearts and minds of the huge number of spectators who line the roads for both races and the millions more watching on television. This delivers significant return on investment for our business.
‘“We’re especially proud to have sponsored the Women’s Tour since its inception. The women’s sport has grown exponentially since its launch in 2014. By remaining at the side of this highly-respected race through such a crucial period, we hope to have played our part in promoting world-class women’s sport in the UK.”
Commenting on the extension of the partnership, SweetSpot Commercial Director Miles Rose said: “It is great to be starting 2023 with some good news and extending our partnership with Brother UK into a tenth season is exactly that, highlighting the value that both events deliver our partners. We would like to thank the team at Brother UK for their continued support and look forward to working with them again this year.”
The Women’s Tour takes place from Tuesday 6 to Sunday 11 June with the Tour of Britain scheduled for Sunday 3 to Sunday 10 September. Further details of the venues and routes for both events will be announced in the coming weeks.
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About Brother UK
Brother UK is a division of Brother Industries, an international technology business headquartered in Japan. Brother UK has operated continuously from the same site in Manchester for more than half a century. It has won the Queen’s Award for Enterprise (Sustainable Development) twice and last year became the first business to retain the coveted Investors in People platinum status for a third consecutive period.
Brother Cycling is Brother UK’s comprehensive cycle sponsorship portfolio. The company sponsors two Elite Development Teams (Team Brother UK – Orientation Marketing and Team Hutchinson – Brother UK), two international races (The Tour of Britain and The Women’s Tour) and two decorated hill climb athletes (Adam Kenway and Rebecca Richardson). Critically, the company provides its sponsored entities with financial support rather than value-in-kind.
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 Demi Vollering (2021), 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.
Press contacts:
- Peter Hodges / peterH@thetour.co.uk / 07970 526 519
- Nick Bull / nickb@thetour.co.uk / 07977 151 184