Omoda, the Chinese car brand, has been named as a new sponsor of the men's and women’s editions of road cycling's Tour of Britain.
Through the agreement, Omoda will serve as an official automotive partner and be integrated into activity surrounding this year's races, including the Omoda VIP in-race car experience, with further fan engagement opportunities planned throughout the tour.
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The brand will also supply the official vehicle fleet for the race director cars and in-car experiences.
In addition, Omoda will sponsor the ‘King of the Mountain’ and ‘Queen of the Mountain’ classifications.
The deal was brokered by heavyweight sports and entertainment agency IMG, British Cycling’s exclusive commercial partner.
Darren Henry, managing director of British Cycling Ventures, said: “This partnership demonstrates the growing appeal of the Tour of Britain as a platform that enables brands to create meaningful connections with communities and audiences across the UK, whilst building a more sustainable future for one of Britain's biggest sporting events.”
Other sponsors for the Tour of Britain include title partner Lloyds Bank and UK bike retailer Cycle Exchange.
The Tour of Britain races have been organized by the British Cycling governing body since 2024 after it terminated a licensing deal with UK events company SweetSpot.
That 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.
Meanwhile, 4KAAD and Mango de España by Intertropic have been unveiled as sponsors of the upcoming La Vuelta race.
4KAAD will serve as the official eyewear partner of the race and has created an exclusive sports eyewear collection for the event.
Mango de España joins as an official provider and the official mango of the race.
The brand will be present at the signature podium, in the daily streaming, finish lines, fan areas, and on different La Vuelta advertising materials.
The presence of Mango de España will also extend to the departure and arrival areas, VIP areas, fan zones and the Parque Vuelta, as well as the race’s digital, promotional, and television media.
Last month, Spanish meats brand Noel Alimentaria was added as a new commercial partner of La Vuelta.
Amaury Sport Organization (which runs the Vuelta's commercial affairs) has also recently brought in Komoot as the Spanish event's official route planner and car rental business Sixt as a provider.
The 2026 edition of the iconic road cycling race will take place over 21 stages in Monaco, France, and Spain between August 22 and September 13.
