The Tour of Britain and the Women’s Tour, the UK’s leading professional cycling races, have extended their partnership with the Telegraph Media Group for 2021, as both events get set to return to the calendar.

The partnership will see the Telegraph Media Group continuing as the Official News Brand of the Tour of Britain for an eleventh year, in what has become one of cycling’s longest-running sponsorships.

In addition to providing unrivalled coverage of both races in 2021, the Telegraph Media Group will work with race organisers SweetSpot and commercial partners to expand the reach and awareness of the events, and to provide integrated advertising and sponsorship solutions.

The extension will also see both parties working to engage their respective audiences through competitions and special offers.

Tour of Britain Telegraph

Photo: Tour of Britain supplements have become common as part of the race’s partnership with the Telegraph Media Group  

In quotes

Jo Morrell, Chief Publishing Officer at The Telegraph Media Group, said: The Telegraph has always had a very keen and knowledgeable cycling audience and we are delighted to continue our relationship with the Tour of Britain and Women’s Tour in 2021. We are proud that we continue to lead the way with our cycling coverage and this partnership further reflects our standing in the cycling community.”

Hugh Roberts, chief executive of Tour of Britain organiser SweetSpot Group, said: “The Telegraph is synonymous with quality reportage and writing on the sport of cycling, and their support for the Tour of Britain and, in particular, the Women’s Tour since its inception, has been second to none.

“We look forward to building on and developing our relationship in 2021 and beyond to continue to improve our core offering to both our current partners and future title sponsors of both events.”

About the Tour of Britain

This year’s Tour of Britain (Sunday 5 – Sunday 12 September) will take over 100 of the world’s best riders from Cornwall to Aberdeen. Both Wales and Scotland will host two stages of the event, while seven of the 12 start and finish venues announced to date – Penzance, Bodmin, Sherford, Warrington, Hawick, Stonehaven and Aberdeen – are new to the event.

Alongside British Cycling, this year’s race will also honour and celebrate the often unnoticed and under-appreciated work of key workers and community champions since March 2020 at each stage start and finish venue through the new Ride for Heroes initiative.

The wider cycling community can nominate these unsung heroes via the event website: tourofbritain.co.uk/ride-for-heroes.

With cycling enjoying a boom in the UK, and hundreds of thousands of new and returning cyclists taking to two wheels, there are a range of sponsorship opportunities available with the Tour of Britain.  Packages range from title and jersey sponsorships on a national level to regional level positions in support of individual stages. For more information click here.