Revived Tour of Britain looks for sponsors

The Tour of Britain cycling race is searching for a number of sponsors before it returns to the UK for the first time in five years in September.

The race is hoping to relaunch itself as the British equivalent of the Tour de France, which attracts millions of viewers worldwide. Before it was halted in 1999, it was sponsored by Prudential and the Milk Marketing Board.

A spokesman for the organisers says they do not want a single title sponsor this time, but are looking for a number of companies in several categories. A spokesman for the race says that the price of sponsorship will depend on what rights are acquired.

Several options are available including signage, sponsorship of the four racing jerseys and becoming official products of the event. The race organisers are also looking for a newspaper partner, having already signed the BBC in a deal that will see the highlights of the races broadcast on BBC1.

The spokesman adds that sponsorship of the bike race is particularly relevant to many companies given the recent anti-obesity and pro-exercise campaigns.

The Tour of Britain will take place in September in the North-west, Yorkshire, the east Midlands, south Wales and London. The Tour of Britain is a non-profit company and will invest profit in future tours. The race is being supported by the Department of Culture, Media and Sport, VisitBritain and the Regional Development Agencies.


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