Sigma Sports, the UK’s leading cycling and triathlon retailer, have partnered with the Tour of Britain and Women’s Tour in 2021.

The partnership will begin with the upcoming Tour of Britain, which starts in Cornwall on Sunday 5 September, and also includes the Women’s Tour (4 – 9 October).  The agreement builds on the success of the partnership at the last running of both events in 2019, which saw Sigma Sports producing behind-the-scenes content from both events across their channels.

Sigma Sports will also present the Sigma Sports points jersey in the Women’s Tour, awarded to the race’s most consistent finisher.

Through the partnership with Britain’s leading professional cycle races, Sigma Sports will receive branding, hospitality and activation rights across the Tour of Britain and Women’s Tour, in addition to exclusive content opportunities at both events for their popular social media platforms.

2019 highlights

Sigma Sports clipped in and joined Royal Leamington Spa Cycling Club as they chased the seventh stage of the 2019 Tour of Britain from Warwick to Burton Dassett. How many times could they catch the race along the 188-kilometre route?

They also hung out with cycling fan and one of the most experienced volunteers at the Tour of Britain, Mavis Evans. Heading behind the scenes at the 2019 race, learn more about what inspires Mavis to volunteer at bike races and find out why she loves the sport.

In quotes

Ian Whittingham, Sigma Sports’ managing director, said: We are incredibly proud to be supporting the Tour of Britain and Women’s Tour in 2021. For a number of years there has been a close affinity with Sigma Sports and the British racing scene, so to actively be partnering with two of the biggest races in the UK is a huge honour for us.”

Miles Rose, Tour of Britain commercial director, said: “We are delighted to announce we are partnering with UK cycling retail experts Sigma Sports, as our official Retail Partner for the Tour of Britain, and to be our Points Jersey Partner for the Women’s Tour. Thanks to Ian and the Sigma Sports team for supporting our events this year, coming out of the past two years of no events it means the world to us.”

About the 2021 Tour of Britain

This year’s race begins in Cornwall on Sunday 5 September, and includes a team time trial in Carmarthenshire (stage three), hill-top finish on the Great Orme, Llandudno (stage four) and a first-ever finish in Edinburgh (stage seven). The 2021 champion will be crowned in Aberdeen on Sunday 12 September.

Eighteen world-class teams will be competing in the race, with Mark Cavendish (Deceuninck – Quick-Step) and Wout van Aert (Team Jumbo – Visma) already confirmed to take part.

Live coverage will be available on ITV4 in the UK, as well as in over 150 countries worldwide.