Is your business looking to work with Britain’s most prestigious cycle race? The Tour of Britain’s partners provide invaluable support to the event each year while benefiting from a unique blend of branding and activation rights that provide exposure to an engaged audience year round.

The Tour covers the length and breadth of Britain each year, bringing the world’s top riders to millions of spectators at the roadside and many more around the world on television, creating an extensive and diverse audience base for its partners.

Why partner with the Tour of Britain?

The 2021 race combined to produce these returns:

  • £48.3m total net sponsorship value
  • 95% brand recognition for ŠKODA
  • 1.5m roadside spectators
  • 20m total TV viewers
  • 60+ hours of live TV broadcast in the UK alone
  • National and international press coverage


The Tour of Britain is long recognised as one of the UK’s flagship annual events and has won several high-profile awards since its return to the calendar in 2004.

Next steps

Discover how your business can team up with the Tour of Britain by downloading our commercial brochure.

Alternatively, email us and a member of the race’s commercial team will get back to you.