Sigma Sports will partner with the Tour of Britain and Women’s Tour in 2021 as the Official Retail Partner to Britain’s leading professional cycling events.
The partnership will begin with the upcoming Tour of Britain that begins in Cornwall on Sunday 5 September and include the Women’s Tour (4-9 October). The agreement builds on the success of the partnership at the last running of both events in 2019, which saw Sigma Sports producing behind the scenes content from both events across their channels.
Sigma Sports will also present the Sigma Sports Points jersey in the Women’s Tour, awarded to the race’s most consistent finisher.
Commenting on the announcement, Sigma Sports Managing Director Ian Whittingham said: “We are incredibly proud to be supporting the Tour of Britain and Women’s Tour in 2021. For a number of years there has been a close affinity with Sigma Sports and the British racing scene, so to actively be partnering with two of the biggest races in the UK is a huge honour for us.”
Through the partnership with Britain’s leading professional cycle races Sigma Sports will receive branding, hospitality and activation rights across the Tour of Britain and Women’s Tour, in addition to exclusive content opportunities at both events for their popular social media platforms.
Miles Rose, Commercial Director for race organisers SweetSpot said: “We are delighted to announce we are partnering with UK cycling retail experts Sigma Sports, as our official Retail Partner for the Tour of Britain, and to be our Points Jersey Partner for the Women’s Tour. Thanks to Ian and the Sigma Sports team for supporting our events this year, coming out of the past two years of no events it means the world to us.”
This year’s Tour of Britain begins in Cornwall on Sunday 5 September, and includes a team time trial in Carmarthenshire (stage three), hill-top finish on the Great Orme, Llandudno (stage four) and a first-ever finish in Edinburgh (stage seven). The 2021 champion will be crowned in Aberdeen on Sunday 12 September. Live coverage will be available on ITV4 in the UK, as well as in over 150 countries worldwide.
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Media Accreditation
Media accreditation applications for this year’s race can be made online at tourofbritain.co.uk/about/press
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 Rivera (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 | peterH@thetour.co.uk | +44 7970 526 519
- Nick Bull | nickb@thetour.co.uk | +44 7977 151 184