Sigma Sports will partner with the OVO Energy Women’s Tour and Tour of Britain in 2019 as the Official Retail Partner to Britain’s leading professional cycling events.

The partnership will begin with next week’s OVO Energy Women’s Tour that begins in Suffolk on Monday 10 June, and include September’s OVO Energy Tour of Britain (7 – 14 September).

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

Reaction to today’s news…

Commenting on the announcement, Sigma Sports Managing Director Ian Whittingham said,

“We are delighted to be partnering with the OVO Energy Women’s Tour and Tour of Britain. With Sigma Sports’ rich history of supporting racing at all levels, this is a fantastic opportunity to be a part of two of Britain’s biggest bike races.”

About the 2019 OVO Energy Women’s Tour

The 2019 OVO Energy Women’s Tour gets underway in Suffolk on Monday 10 June, having expanded to six stages, covering 790 kilometres of racing and over 8,400 metres of ascent, in 2019.

Once more the OVO Energy Women’s Tour will offer prize money parity with the men’s Tour of Britain, thanks to award winning independent energy supplier OVO Energy, the title sponsors for a third edition of the race.

ITV4 will screen highlights from every stage of the OVO Energy Women’s Tour, with programmes broadcasting at 20:00 in the UK and available on demand via the ITV Hub catch up service.

All 15 of the world’s top teams from the start of season UCI Women’s WorldTour rankings have accepted their invitations to the event, and will be joined by British team Drops to complete the 16-team, 96-rider field for the race that includes all five former winners of the race, including defending champion Coryn Rivera and 2016 winner Lizzie Deignan.

Launched in 2014 by SweetSpot Group, the OVO Energy Women’s Tour is widely regarded as the world’s leading international stage race for women. The race attracts 300,000 roadside spectators, in addition to a worldwide television and online audience of nearly five million people.

Last year’s edition provided an £7.8 million economic boost to the economy, with 87 per cent of visitors to the race describing it as “very enjoyable”.