AJ Bell Unveiled As Tour Of Britain Title Partner

The Tour of Britain and Women’s Tour have confirmed UK investment platform AJ Bell as the Title Partner of both races in 2021.

The new partnership will see AJ Bell become the title partner of the AJ Bell Tour of Britain, which runs from 5th to 12th September, and the AJ Bell Women’s Tour, from 4th to 9th October.

The Tour of Britain will be the first UCI event to take place in Britain since the World Road Race Championships in September 2019 and marks the return of the race after a year’s absence due to the pandemic.

Andy Bell, CEO, AJ Bell, said: “Elite level sport can provide inspiration to all of us to get out, get active and stay healthy. The past 18 months has shown us how important that is and we are delighted to be the Title Partner of the AJ Bell Tour of Britain and the AJ Bell Women’s Tour. 

“After a one-year hiatus, I’m sure fans and new supporters around the country will be looking forward to seeing the races pass through their hometowns and I hope it can motivate a new generation of cyclists.”

Hugh Roberts, CEO of race organisers SweetSpot Group added: “I am delighted to welcome AJ Bell on board for the eagerly anticipated AJ Bell Tour of Britain and AJ Bell Women’s Tour.

“It has been a most challenging two years since our most recent races so the positive support of AJ Bell is most welcome and continues the good news as we build up to both Tours with riders of the calibre of Mark Cavendish, Wout van Aert, Julian Alaphilppe and Lizzie Deignan and Annemiek van Vleuten racing in the respective events.

“We are excited to be getting underway in Cornwall this weekend with the AJ Bell Tour of Britain and an exciting route taking us to Aberdeen across eight days of racing for the British fans at the roadside and watching at home via our ITV4 coverage.”

The news sees AJ Bell replace OVO as the Title Partner of the event, with the energy brand ending its partnership after the last edition of the race in 2019.