Insurance company Aviva reveals it will stop its sponsorship of SweetSpot events - including the Tour of Britain - after the Women's Tour in June

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 cycling is bright and this year promises to be tremendous with the Rio 2016 Olympics and Paralympics and the launch of the UCI’s Women’s World Tour.

“The Tour of Britain and The Women’s Tour are iconic British sporting events with global reach offering and an unparalleled platform for our sponsors. We are confident that the proposition is extremely attractive for potential partners committed to growing these world-class events going forwards.”

>>> Go behind the scenes of the Tour of Britain with Madison Genesis (video)

Routes for both the Women’s Tour and Tour of Britain will be revealed in February.

  • J1

    I don’t think it matters a great deal.

  • Steve

    potential conflict of interest?

  • J1

    Sky should come in with their billions…..and also make Froome race.

  • Nigel Rue

    To be honest, after the hassle I’ve just been through trying to get Aviva to pay out after a cycling accident. Good riddance!