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Promotional Guidelines

Tour of Britain promotional guidelines

The Tour of Britain, the UK’s most prestigious and longest-running international cycle race, brings world-class sporting action to the doorsteps of millions of people every September.

The Tour of Britain, the UK’s most prestigious and longest-running international cycle race, brings world-class sporting action to the doorsteps of millions of people every September.

Completely free for spectators to watch, the race’s visit to cities, towns and villages across Britain brings communities together and creates a truly unforgettable, carnival-like atmosphere on race day.

These guidelines will help local residents, as well as those businesses who are not official partners of the race, promote the Tour’s visit and enhance community activation ahead of September’s big day!

Businesses interested in becoming an official partner of the Tour of Britain can obtain more information by clicking here.

Key wording

Local news organisations and community newspapers, as well as local business websites, can celebrate the race’s visit by using the sample factsheet below:

  • The 17th edition of the modern Tour of Britain will take place between Sunday 5 and Sunday 12 September 2021.
  • A free-to-watch sporting spectacular, the race features Olympic, world and Tour de France champions. Past participants include Sir Bradley Wiggins, Mark Cavendish, Geraint Thomas, Chris Froome and Tao Geoghegan Hart.
  • It attracts an annual roadside audience of over 1.5m spectators.
  • Live coverage of the Tour is shown daily in the UK on ITV4 and Eurosport, in addition to over 130 countries around the world.
  • The Tour of Britain generated £32.3m value to the UK economy in 2019 and 30.7m total TV viewers.
  • Over 85% of roadside spectators at the 2019 race described the event as “very enjoyable”.

Posters

The Tour of Britain will supply free-to-download banners and posters for businesses and residents to help promote the race’s arrival.

These assets will be available in August 2021.

Logo packs

Businesses and residents who want to help promote the Tour of Britain’s visit to their city, town or village can do so by downloading our logo pack.

We ask that those businesses who are not official partners to only use these assets to promote the race and not their company or to imply an official endorsement of their business or product.

Click here to download the Tour of Britain logo pack.

Residents’ information

People who live on or near the stage route can obtain detailed guides – including maps, timetables and details of how our road closure system works – on our residents’ information page.

This information will be available in August 2021.

Local business information

The Tour of Britain offers a great opportunity for local businesses and communities along stage routes to capitalise on increased footfall while celebrating a world-class sporting event passing by their door.

Our free-to-download business case study guide looks at successful activations from historic race days.

Social media

Want to showcase how you’re celebrating the race’s visit to your area? Follow us on social media and tag us in your photos and videos!

Twitter @TourofBritain | Facebook @ToBcycling | Instagram @thetourofbritain

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Click for Stage Information

Stage 1 Map
Start
Penzance

End
Bodmin
Distance
183km
Stage 2 Map
Start
Sherford

End
Exeter
Distance
185km
Stage 3 Map
Start
Coming Soon

End
Coming Soon
Distance
Stage 4 Map
Start
Coming Soon

End
Coming Soon
Distance
Stage 5 Map
Start
Coming Soon

End
Coming Soon
Distance
Stage 6 Map
Start
Coming Soon

End
Coming Soon
Distance
Stage 7 Map
Start
Coming Soon

End
Coming Soon
Distance
Stage 8 Map
Start
Stonehaven

End
Aberdeen
Distance
TBC