Alpecin Partners Tour Of Britain
Alpecin, sponsor of Germany’s World Tour team Giant Alpecin, has become an official partner of the Tour of Britain.
The caffeine-shampoo manufacturer is the latest international brand to become a partner of the Tour of Britain, which takes place from 4th – 11th September.
Alpecin will benefit via the global transmission of the live television coverage and highlights of the Tour of Britain, as well as enjoying branding and marketing rights across all eight days of the Tour, including the final stage on Sunday 11th September in London.
In addition to VIP hospitality packages and experiential rights, Alpecin will also have increased visibility with naming rights and additional branding around the stage seven individual time trial in Bristol on Saturday 10th September, with riders departing from an Alpecin branded start ramp ahead of the 15km test.
“As an internationally active manufacturer of body care products, we can particularly enhance the global brand image of our Alpecin Caffeine Shampoo in the world of professional cycling”, said company spokesperson Marcel Klöpping.
Alastair Grant, commercial director of Tour of Britain organisers SweetSpot commented: “We are pleased to welcome Alpecin as a partner of The Tour of Britain, and are thrilled that as an international brand they have identified the Tour of Britain as the perfect opportunity for them to reach their target audiences across the UK and internationally through the race’s extensive global television broadcast. We look forward to working closely with them across Britain’s most prestigious cycle race.”
