Beer & coffee on-tap, and international TV reach, at Tour of Britain

All Things Bloom, a speciality coffee brand, and alcohol-free beer Lucky Saint are partnering with the Lloyds Bank Tour of Britain Men as the 20th modern edition of the race gets underway in Scotland on September 3, 2024.

Now organised by a division of national governing body British Cycling, the Tour of Britain men’s pro race has also confirmed a renewed broadcast deal. This ensures that all the action from this year’s race will once again be broadcast live via national UK broadcaster, ITV4, with flag-to-flag coverage of all six stages of Britain’s national tour.

Joining presenter Matt Barbet will be ITV’s commentary duo of Ned Boulting and David Millar, as ITV4 broadcasts live coverage of the UK’s biggest professional cycle race for the 12th year, and the 16th edition in total that has been televised by the channel.

In addition to the free-to-air live coverage on ITV4, viewers will also be able to catch a one-hour highlights programme each evening on the same channel, with live coverage and highlights also available on demand via ITVX.

International viewers will be able to enjoy the live coverage free via the British Cycling YouTube channel with no geo-restrictions.

Jonathan Day, Managing Director of British Cycling Events, said “Bringing the Lloyds Bank Tour of Britain Men to as many people as possible whether at the roadside or at home on television, is of huge importance to us.

“We’re delighted to once again have full live free to air coverage of every stage, and with the riders announced so far we know it will be one to remember so fans can look forward to six exciting days of action.”

Launched in 2018, Lucky Saint, as a newly confirmed sponsor of the Tour of Britain, is available nationwide across the UK, in around 10,000 pubs, bars and restaurants as well as across the country’s major supermarkets.

Lucky Saint founder Luke Boase said “I’m thrilled that Lucky Saint is involved with the Lloyds Bank Tour of Britain Men.

“Alcohol-free beer has become part of the cycling religion, as the post-ride refreshment of choice. So I’m excited to further cement this relationship and serve Lucky Saint at the biggest cycling event in the UK. We’re looking forward to the action getting underway.”

New event coffee sponsor All Things Bloom was launched in May 2024 as a direct to consumer brand – founded by a group of social entrepreneurs, hospitality and coffee experts.

It has partnered with social impact restaurant Home Kitchen to offer barista training programmes for people affected by homelessness, as well as working with the farmers and communities around the world from where its coffee is sourced.

Henry Ayers Co-Founder All Things Bloom, said “All Things Bloom could not be more proud to be supporting the glorious Lloyds Bank Tour of Britian Men 2024. When we decided to create beautiful coffee, we wanted to spread the message far and wide across these sceptred isles (and beyond) and what better way than to get on our bikes alongside British Cycling.”

The tour will see Lucky Saint alcohol free beer and All Things Bloom coffee served to guests in the Gaucho Lounge hospitality area at stage finishes as a part of their VIP experience, with a range of premium hospitality opportunities and experiences available via British Cycling’s Official Travel Partner Sportive Breaks.

All Things Bloom and Lucky Saint will also be present in the Fan Zone at every stage of the race, giving spectators the chance to sample coffee while enjoying the ITV4 live coverage of the action on big screens.

Relaunched in 2004 after a five-year absence from the British racing calendar, the Lloyds Bank Tour of Britain Men is British Cycling’s premier road cycling event, held annually across six stages in September. In 2024 the race celebrates the 20th edition in its modern incarnation.

www.britishcycling.org.uk