Insurance company Aviva reveals it will stop its sponsorship of SweetSpot events – including the Tour of Britain – after the Women’s Tour in June Dani King and Chris Boardman launch Aviva’s sponsorship of the Women’s Tour and Tour of Britain Tour of Britain organisers SweetSpot are searching for a new title sponsor after revealing that Aviva will withdraw its backing after the Women’s Tour in June.
The insurance company will bring a two-year association with the events to a close, leaving September’s Tour of Britain without a lead sponsor.
Aviva also sponsored the Tour Ride – the Tour of Britain’s official sportive – and the London Cycle, which took place through the heart of London prior to the race’s final stage .
Hugh Roberts, Chief Executive of SweetSpot Group said: “We have enjoyed an excellent partnership with Aviva, and before them Friends Life, that has seen both [the Tour of Britain and Women’s Tour] go from strength-to-strength and reach more people at the roadside and around the world on television than ever before.
“An exciting opportunity now exists for a new title sponsor to partner with us and take Britain’s premier men’s road cycling event to a new level. The future of […]