Oakley and The Tour have announced a new partnership, making Oakley the official eyewear brand of the 2017 Tour Series, OVO Energy Women’s Tour, OVO Energy Tour Ride and OVO Energy Tour of Britain, a series of elite cycling races from May through to September.

As part of the partnership, Oakley, a sports brand built on a foundation of innovation and performance, will showcase the brand’s products and technologies at a number of key stages throughout the race calendar. The partnership will be activated through different touch points on-site, including Prizm lens testing, a retail experience and eyewear demos at the Prizm™ O-Tank in the promo zones.

The Tour Series is all about the UK’s quickest teams as they go head to head in town and city centre’s during 10 action packed rounds for the right to be crowned Series Champions.

The OVO Energy Women’s Tour, featuring the world’s top 15 teams, will see the race cover 5 stages around key cities in the UK culminating in central London starting and finishing on Regent Street.

The OVO Energy Tour Ride Northamptonshire, taking place a week after The Women’s Tour, is a chance for amateur cyclists from all abilities to try some of the route for themselves following on from the iconic stage within the Women’s Tour. The stage will offer riders either 40 or 80-mile routes plus the chance to finish under the same OVO Energy Women’s Tour gantry as the pro race the week before.

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The OVO Energy Tour of Britain is the flagship event featuring a number of top tier World Pro Teams bringing the likes of Team Sky, BMC and Dimension Data together. Riders will be challenged going head-to-head across Britain during the eight days of intense riding.

“For Oakley, to become a partner of The Tour is a natural fit, as it’s foundations lay within the Cycling world, and with our Prizm technology, we are bringing the whole game to a new level” said William Galimberti – EMEA Events and Sports Marketing Manager.

The Oakley eyewear that will be featured across The Tour’s events comes equipped with Prizm™, a revolutionary lens technology that works to dramatically enhance detail and improve performance by providing an ultra-precise color tuning designed for road cycling. The Prizm Road lens enhances your vision in both bright light and shadows, helping riders spot changes in the texture of the road surfaces.

For more information on Oakley, please visit: Oakley.com