Brother UK will continue their support of Britain’s biggest professional cycle races, the Tour of Britain and Women’s Tour, for a tenth consecutive season in 2023, it has been announced.

They will remain the official print and results partner and continue to serve as presenting partner of the green zones in both the Women’s Tour and Tour of Britain. The latter starts in Manchester, the company’s home city, on Sunday 3 September.

Brother UK extended their support to encompass the recycling green zones in 2022, working alongside race organiser SweetSpot and Enval to enable the collection and recycling of discarded gel wrappers and packaging. This reflected the company’s continued sustainability commitments, which have already earned them a host of independent accreditations, including two Queens Awards.

The extended partnership was announced alongside Brother UK’s commitment to two women’s Elite Development Teams: Hutchinson – Brother UK (formerly Team Brother UK – LDN), and Team Brother UK – Orientation Marketing.

Quotes

Phil Jones MBE, Brother UK managing director, said:“Our sponsorship of the Women’s Tour and the Tour of Britain carries the Brother UK brand into the hearts and minds of the huge number of spectators who line the roads for both races and the millions more watching on television. This delivers significant return on investment for our business.

‘“We’re especially proud to have sponsored the Women’s Tour since its inception. The women’s sport has grown exponentially since its launch in 2014. By remaining at the side of this highly-respected race through such a crucial period, we hope to have played our part in promoting world-class women’s sport in the UK.”

Miles Rose, SweetSpot commercial director, said: “It is great to be starting 2023 with some positive news and extending our partnership with Brother UK into a tenth season is exactly that, highlighting the value that both events deliver for our partners. We would like to thank the team at Brother UK for their continued support and look forward to working with them again this year.”

About Brother UK

Brother UK are a division of Brother Industries, an international technology business headquartered in Japan. Brother UK have operated continuously from the same site in Manchester for more than half a century. They have won the Queen’s Award for Enterprise (Sustainable Development) twice and last year became the first business to retain the coveted Investors in People platinum status for a third consecutive period.

About the Tours

Created by SweetSpot in 2014, the Women’s Tour is the UK’s first international stage race for women, bringing the world’s top riders to compete in Great Britain as a part of the UCI Women’s WorldTour.

The race, which has been won by the likes of Marianne Vos (2014), Lizzie Deignan (2016, 2019) and Demi Vollering (2021), attracts an annual roadside audience of 300,000, as well as over three million fans through linear and online platforms. The ninth edition of the prestigious event takes place from Tuesday 6 to Sunday 11 June.

Relaunched in 2004 after a five-year absence from the calendar, the Tour of Britain is the UK’s premier road cycling event. Previous winners include Julian Alaphilippe (2018), Wout Van Aert (2021) and Mathieu van der Poel (2019). This year’s race will take place between Sunday 3 and Sunday 10 September.

Further details of the venues and routes for both events will be announced in the coming weeks.