Tour of Britain organisers have confirmed that with one month to go until the race (4-11 September), there is an opportunity for title and jersey sponsorships due to a late change.
“Unfortunately, having got some way down the line to a final agreement we have recently had a prospective title sponsor for this year’s race withdraw, which has left us in this frustrating position,” said Hugh Roberts, Chairman of race organisers SweetSpot Group.
“While time is now not on our side, we wanted to publicise the existence of the opportunities that still exist for September and that a brand could still come in to partner with the Tour of Britain and enjoy all of the benefits you would normally associate with a title or jersey sponsorship.
“As was shown with the Women’s Tour in June, an event will successfully go ahead without that title sponsorship, but we wanted to exhaust every possible avenue, as it would be a real shame if the opportunities available around the Tour of Britain went unused this year.”
In addition to digital, experential, hospitality and marketing opportunities across the eight days of the race, which begins in Aberdeen and finishes on the Isle of Wight, advertising opportunities around the 50 hours of Tour of Britain coverage on ITV4 (live and highlights) are also available.
Brands or agencies wishing to discuss are invited to get in touch with Commercial Director Miles Rose [milesr@thetour.co.uk] regarding the title partner opportunity, ITV integration, and jersey partnerships.
The 2022 race starts in Aberdeen city centre and finishes eight days later on the Isle of Wight. Along the way riders will tackle stages in the Scottish Borders, North East England, North Yorkshire, Nottinghamshire, Gloucestershire and Dorset.
ITV4 will continue to broadcast live flag-to-flag coverage of every stage and nightly highlights show, allowing fans in the UK to watch wherever they are. The race will also be shown in over 150 countries worldwide, thanks to the event’s partnerships with Eurosport and the Global Cycling Network.
While spectators can watch all the action by the roadside for free, race day hospitality packages offering guaranteed prime views of stage starts and finishes, as well as unforgettable experiences featuring Tour de France stage winner Dan Martin are now available. Visit sportsbreaks.com/Cycling and destinationsportexperiences.com/Cycling/Hospitality for more information.
According to research by Frontline, a roadside crowd of over one million spectators watched the 2021 Tour of Britain, resulting in the race generating £29.96m of net economic benefit for the UK economy.
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About the Tour of Britain
Stages
Stage one Sunday 4 September Aberdeen to Glenshee Ski Centre
Stage two Monday 5 September Hawick to Duns
Stage three Tuesday 6 September Durham to Sunderland
Stage four Wednesday 7 September Redcar to Duncombe Park, Helmsley
Stage five Thursday 8 September West Bridgford to Mansfield
Stage six Friday 9 September Tewkesbury to Gloucester
Stage seven Saturday 10 September West Bay to Ferndown
Stage eight Sunday 11 September Ryde to The Needles
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.
For further media information, please contact:
- Peter Hodges / peterH@thetour.co.uk / 07970 526 519
- Nick Bull / nickb@thetour.co.uk / 07977 151 184