UK bike retailer Cycle Exchange has been unveiled as an official partner of the men’s and women’s Tour of Britain, the professional cycling stage races.
The brand will have a presence at every stage of the upcoming tours and will roll out fan engagement initiatives.
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The Tour of Britain Women begins on June 5 and concludes on June 8.
This will be followed by the men’s race, running from September 2 to 7 this year.
Darren Henry, British Cycling chief commercial officer, said: “As we build up to the start of the Lloyds Tour of Britain Women it is great news to be able to welcome Cycle Exchange as our latest official partners to the event, showing the continued appeal and growth of the race.”
The Tour of Britain races have been organized by British Cycling, the sport’s national governing body, since last year after it terminated a licensing deal with UK events company SweetSpot.
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By GlobalDataThat move was part of the federation’s five-year vision for major cycling events in the country, covering road, off-road, urban, and track disciplines.
In May 2024, UK bank Lloyds was named as the title sponsor for the Tour of Britain events as part of a major, long-term commercial partnership with British Cycling.
Meanwhile, the BBC, the UK's public-service broadcaster, has announced a deal to show the Tour of Britain Women domestically.
The four-day event will be aired live on the BBC iPlayer platform and the BBC Sport website and app, with content also across the BBC Sport social media channels.
The Tour of Britain Women joins the broadcaster’s summer lineup of women’s sporting events, which includes the UEFA Women’s Euro national team soccer tournament.
The cycling event will also be available across the Warner Bros-owned Discovery+ service with a digital-only live stream, in addition to daily highlights on the TNT channels and digital, as well as the TNT red button.
British Cycling will also launch a new, dedicated Lloyds Tour of Britain TikTok channel, as well as content available on the federation’s YouTube channel.
