Tour Of Britain Seeks New Title Sponsor

The Tour of Britain is seeking a new title sponsor from 2020 onwards, after existing partner OVO Energy’s agreement ends.

The main sponsor of the men’s Tour of Britain, the Women’s Tour and the Tour Series since 2017, OVO Energy originally came onboard to sponsor the Bristol stage of the race in 2016.

Since then, the renewable energy brand has overseen the introduction of an equal prize fund for the Women’s Tour and the Tour of Britain, making the event the first multi-day UCI race to achieve parity.

Event organiser SweetSpot, who agreed a 10-year extension of their partnership to deliver the Tour of Britain with British Cycling, say the announcement now opens the door for brands to align with the events in the long-term.

Hugh Roberts, CEO of SweetSpot, said: “This year marked a landmark year in our history: 15 years since the rebirth of the Tour of Britain, the 10th anniversary of the Tour Series and an expanded Women’s Tour to mark its fifth year. All three events headline the British cycling calendar and will no doubt continue to do so over the next decade as we work with partners, stakeholders, teams, riders and fans to inspire the next generation.

“We thank OVO Energy for their support of the events and look forward to beginning new chapters in the already illustrious histories of the Tour of Britain, Women’s Tour and Tour Series in 2020 and beyond.”

Sarah Booth, Brand and Communications Director, OVO Energy, added: “We are proud of the contribution we’ve made through our sponsorship, helping fans across the country see the world’s best riders competing on their doorsteps and inspiring a whole new generation to get on their bikes.

“Our most meaningful legacy is taking a step towards gender parity in cycling by increasing the Women’s Tour prize fund, helping to provide an equal platform on the world cycling stage.”