The Lloyds Tour of Britain has announced OMODA as an Official Automotive Partner for both the Lloyds Tour of Britain Women and Men events.
Organised by British Cycling Ventures (the event delivery arm of the national governing body), the women’s pro race, part of the UCI Women’s WorldTour, will take place on August 19-23, 2026. The men’s race, part of the UCI ProSeries, will follow on September 2–6, 2026.
The partnership sees OMODA join the growing portfolio of commercial partners supporting two of the UK’s largest free-to-attend sports events.
As part of the agreement, OMODA will be integrated into race-day activations, including the OMODA VIP in Race Car Experience, along with additional community and fan engagement initiatives planned throughout the stages.
In addition to serving as an official partner, OMODA will take on sponsorship of the King of the Mountain and Queen of the Mountain classifications.
The company will also supply the official vehicle fleet used by race directors alongside the dedicated in-car guest experiences.
The announcement follows an official signing ceremony where representatives from OMODA and British Cycling Ventures formally marked the start of the collaboration ahead of this year’s races.
Darren Henry, Managing Director at British Cycling Ventures, said “We’re delighted to welcome OMODA, the UK’s fastest-growing automotive brand, as an Official Partner of the Lloyds Tour of Britain.
“At its heart, the Lloyds Tour of Britain is about bringing people and communities together through the joy of cycling. Through the men’s and women’s races, we celebrate the places, landscapes and local communities that make every stage unique, while inspiring more people to connect with the power of sport.
“OMODA shares our ambition to create meaningful connections and memorable experiences, making them a natural partner for the Tour. This partnership demonstrates the growing appeal of the Lloyds 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.”
Victor Zhang, Country Director at OMODA UK, said “This partnership is about much more than supporting elite sport. OMODA is a lifestyle brand, and our collaboration with the Lloyds Tour of Britain reflects a shared belief that driving a car is about more than getting from A to B – it’s about exploration, well-being and creating meaningful experiences.
“We’re excited to play a role in bringing the Tour to communities across Britain while also allowing fans to experience the OMODA brand. Together, we hope to inspire more people to embrace active lifestyles and discover how our vehicles can support every journey, from the daily commute to weekend adventures.”
Organised under the umbrella of British Cycling Ventures, the Lloyds Tour of Britain incorporates two distinct elite events on the international cycling calendar.
- The Lloyds Tour of Britain Women takes place annually as part of the UCI Women’s WorldTour, bringing international professional teams and riders to UK roads.
- The Lloyds Tour of Britain Men forms part of the UCI ProSeries, attracting top professional teams and showcasing Britain’s towns, cities and countryside to roadside spectators and international broadcast audiences.
Title sponsor Lloyds, one of the UK’s leading retail and commercial banks, supports the events as part of its wider involvement in UK sport and community initiatives.
British Cycling serves as the national governing body for cycling in Great Britain, overseeing participation from grassroots level through to elite performance programs, while representing a network of 2,000 affiliated clubs and millions of active cyclists nationwide.
OMODA operates as part of the broader OMODA & JAECOO automotive brand portfolio, which forms part of the Chery Holding Group.
The manufacturer focuses on intelligent technology, sustainable design and vehicle development aimed at younger consumer demographics.
OMODA entered the UK market with the launch of the OMODA 5 crossover model. The brand name combines ‘O’ – representing oxygen and vitality – with ‘MODA’, derived from modern fashion trends and sustainable lifestyle movements.
Alongside sister brand JAECOO, which focuses on urban off-road vehicles, the combined OMODA & JAECOO business claims to be one of the world’s fastest-growing automotive operations, having recorded 400,000 cumulative vehicle sales across international markets.
Parent firm Chery Holding Group featured in the 2024 Fortune Global 500 list, entering at 385th position with reported annual revenues of US$39.1 billion.
www.britishcycling.org.uk
www.omodaauto.co.uk
