Sigma Sports, the UK’s leading cycling and triathlon retailer, have partnered with the Women’s Tour and the Tour of Britain in 2021.

The partnership will begin with the upcoming Tour of Britain, followed by the seventh edition of the Women’s Tour, which begins in Oxfordshire on Monday 4 October and culminates in Suffolk six stages later.  The agreement builds on the success of the partnership at the last running of both events in 2019, which saw Sigma Sports producing behind-the-scenes content from both events across their channels.

Sigma Sports will also present the Sigma Sports points jersey in the Women’s Tour, awarded to the race’s most consistent finisher.

Through the partnership with Britain’s leading professional cycle races, Sigma Sports will receive branding, hospitality and activation rights across the Tour of Britain and Women’s Tour, in addition to exclusive content opportunities at both events for their popular social media platforms.

In quotes

Ian Whittingham, Sigma Sports’ managing director, said: We are incredibly proud to be supporting the Tour of Britain and Women’s Tour in 2021. For a number of years there has been a close affinity with Sigma Sports and the British racing scene, so to actively be partnering with two of the biggest races in the UK is a huge honour for us.”

Miles Rose, Women’s Tour commercial director, said: “We are delighted to announce we are partnering with UK cycling retail experts Sigma Sports, as our official Retail Partner for the Tour of Britain, and to be our Points Jersey Partner for the Women’s Tour. Thanks to Ian and the Sigma Sports team for supporting our events this year, coming out of the past two years of no events it means the world to us.”

About the 2021 Women’s Tour

Created by SweetSpot Group in 2014, the Women’s Tour was 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.

This year’s race takes place over six days (Monday 4 – Saturday 9 October). It starts in Bicester, Oxfordshire, and finishes in Felixstowe, Suffolk. The race includes stages in Walsall (stage two), a first-ever individual time trial on day three in Atherstone, North Warwickshire, and two East of England stages that finish along the coast: Shoeburyness to Southend (stage four) and Colchester to Clacton (stage five).

Twelve of the world’s top 15 teams will be in action at this year’s Women’s Tour (Monday 4 – Saturday 9 October), the UK’s most prestigious women’s cycle race. Among those competing are SD Worx, the world’s number one team, and the squads of three of the race’s previous overall winners: Trek-Segafredo (Lizzie Deignan, 2019 champion), Team DSM (Coryn Rivera, 2018 champion) and Canyon SRAM Racing (Kasia Niewiadoma, 2017 champion).