Tour of Britain organisers have confirmed that with one month to go until the race (Sunday 4 – 11 September) opportunities remain for title and jersey sponsorships due to a late change.

In addition to digital, experiential, hospitality and marketing opportunities across the eight days of the race, which begins in Aberdeen and finishes on the Isle of Wight, advertising opportunities around the 50 hours of Tour of Britain coverage on ITV4 (live and highlights) are also available.

“Unfortunately, having got some way down the line to a final agreement we have recently had a prospective title sponsor for this year’s race withdraw, which has left us in this frustrating position,” said Hugh Roberts, Tour of Britain chairman.

“While time is now not on our side, we wanted to publicise the existence of the opportunities that still exist for September and that a brand could still come in to partner with the Tour of Britain and enjoy all of the benefits you would normally associate with a title or jersey sponsorship.

“As was shown with the Women’s Tour in June, an event will successfully go ahead without that title sponsorship, but we wanted to exhaust every possible avenue, as it would be a real shame if the opportunities available around the Tour of Britain went unused this year.”

Brands or agencies wishing to discuss are invited to contact Miles Rose, the race’s commercial director here.

The 2022 race starts in Aberdeen city centre and finishes eight days later on the Isle of Wight. Along the way riders will tackle stages in the Scottish Borders, North East England, North Yorkshire, Nottinghamshire, Gloucestershire and Dorset.

ITV4 will continue to broadcast live flag-to-flag coverage of every stage and nightly highlights show, allowing fans in the UK to watch wherever they are. The race will also be shown in over 150 countries worldwide, thanks to the event’s partnerships with Eurosport and the Global Cycling Network.

According to research by Frontline, a roadside crowd of over one million spectators watched the 2021 Tour of Britain, resulting in the race generating £29.96m of net economic benefit for the UK economy.