The Tour of Britain and the Women’s Tour, the UK’s leading professional cycling races, have extended their partnership with Telegraph Media Group for 2021 as both events get set to return to the calendar.
The partnership will see Telegraph Media Group continuing as the Official News Brand of the Tour of Britain and the Women’s Tour for an eleventh year in what has become one of cycling’s longest-running sponsorships.
In addition to providing unrivalled coverage of both races in 2021, Telegraph Media Group will work with race organisers SweetSpot and commercial partners of the event to expand the reach and awareness of both events, and to provide integrated advertising and sponsorship solutions.
The extension will also see both parties working to engage their respective audiences through competitions and special offers.
Jo Morrell, Chief Publishing Officer at Telegraph Media Group, said: “The Telegraph has always had a very keen and knowledgeable cycling audience and we are delighted to continue our relationship with the Tour of Britain and Women’s Tour in 2021.
“We are proud that we continue to lead the way with our cycling coverage and this partnership further reflects our standing in the cycling community.”
Commenting on the renewed partnership, Hugh Roberts, Chief Executive of event organisers SweetSpot Group said; “The Telegraph is synonymous with quality reportage and writing on the sport of cycling, and their support for the Tour of Britain and, in particular, the Women’s Tour since its inception has been second to none.
“We look forward to building on and developing our relationship in 2021 and beyond to continue to improve our core offering to both our current partners and future title sponsors of both events.”
This year’s Tour of Britain (Sunday 5 – Sunday 12 September) will take over 100 of the world’s best riders from Cornwall to Aberdeen. Both Wales and Scotland will host two stages of the event, while seven of the 12 start and finish venues announced to date – Penzance, Bodmin, Sherford, Warrington, Hawick, Stonehaven and Aberdeen – are new to the event.
Rescheduled for October owing to the COVID-19 pandemic, the seventh edition of the Women’s Tour will feature the race’s first-ever individual time trial, to be held in Atherstone, Warwickshire. The race, which forms a part of the prestigious UCI Women’s WorldTour, will also visit Oxfordshire and Walsall, before concluding in Felixstowe, Suffolk after two stages in the East of England.
Alongside British Cycling, both of this year’s races will also honour and celebrate the often unnoticed and underappreciated work of key workers and community champions since March 2020 at each stage start and finish venue through the Ride for Heroes.
SweetSpot are calling on the wider cycling community to nominate these unsung heroes via the event websites at tourofbritain.co.uk/ride-for-heroes and womenstour.co.uk/ride-for-heroes
With cycling enjoying a boom in the UK, and hundreds of thousands of new and returning cyclists taking to two wheels, there are a range of sponsorship opportunities available with the Tour of Britain and Women’s Tour. Packages range from title and jersey sponsorships on a national level to regional level positions in support of individual stages. For more information email commercial@thetour.co.uk.
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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 / 07970 526 519
- Nick Bull / nickb@thetour.co.uk / 07977 151 184