Sharp announces sponsorship of The Tour of Britain, Halfords Tour Series and Prostate Cancer Charity Tour Rides

19.05.2010

Electronics giant Sharp today announced that it will be the "Official Electronics Partner" of The 2010 Tour of Britain, The Halfords Tour Series and The Prostate Cancer Charity Tour Rides, in a sponsorship agreement which demonstrates the company's continuing commitment to British pro-cycling.

As the premier event in the UK racing calendar, attracting over a million roadside spectators across the country, The Tour of Britain offers an exceptional platform for exposure of the Sharp brand to many of its key target audience. As well as the excitement and accessibility which initially attracted Sharp to pro-cycling, the sport has a clear environmental message, which ties in with Sharp’s own continuing commitment to creating environmentally friendly technologies and products and investing in zero-waste manufacturing facilities.

Sharp's involvement with The Tour of Britain began in 2009, when the Sharp4Prostate logo appeared on the Rapha Condor team jerseys. Sharp is now a headline sponsor of the Rapha Condor Sharp team, who will also be racing in both this year's Tour of Britain and Halfords Tour Series. The new race sponsorship deal takes Sharp’s engagement with pro-cycling in this country to a new level and comes at a time when the sport is booming in the UK.

"Sharp is a brand that has long been synonymous with high-profile sporting sponsorships, and we are thrilled that this global brand has chosen to support our events going forward," commented The Tour of Britain’s Commercial Manager, Alastair Grant. "The Tour of Britain, Halfords Tour Series and The Prostate Cancer Charity Tour Rides provide a unique promotional platform for companies wishing to engage with the burgeoning UK cycling market, and we look forward to a long and successful Official Electronics Partnership with Sharp."

Speaking with less than a month to go before riding the gruelling Race Across America to help raise £100,000 for The Prostate Cancer charity, Sharp UK managing director, Paul Molyneux said, "We are very pleased to be supporting this year’s Tour of Britain, Halfords Tour Series and Prostate Cancer Charity Tour Rides. 2010 marks a very important twelve months for Sharp, with the launch of a number of key new products, including some real technological world-firsts. The profile of the people involved in cycling fits the profile of the kind of people we want to expose the Sharp brand to, and sponsorship of the premier event in the UK racing calendar is a very exciting opportunity to reach this audience."