The Tour of Britain, the UK’s biggest annual sporting event, is offering partnership opportunities for its 2023 edition and future races. The event, which attracts a worldwide TV audience and an estimated 1.5 million spectators, presents a unique marketing platform for brands.
Exclusive partnership options include event naming rights and various marketing benefits such as ITV4 broadcast inventory, branding of the leader’s jersey, and prime activation opportunities. The 2021 and 2022 editions generated significant brand exposure and recognition for AJ Bell, the sponsor, with a total sponsorship value of £41.4 million.
The naming rights package covers both the men’s Tour of Britain and the Women’s Tour, with Wales hosting the opening stages of the Women’s Tour in 2024 and the men’s Tour of Britain in 2026. The competition also offers opportunities for brands to partner with the iconic King of the Mountains jersey and the Best Young Rider classification. Additionally, the race’s combativity award is being revamped in 2023 to enhance fan engagement.
The Tour of Britain, which has been running since 2004, has contributed £27.6 million in annual net economic benefit to the UK economy since 2016.
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