The Women’s Tour and the Tour of Britain, the UK’s leading professional cycling races, have extended their partnership with the Telegraph Media Group for 2021, as both events get set to return to the calendar.

The partnership will see the Telegraph Media Group continuing as the Official News Brand of the Women’s Tour, while its 11-year association with the Tour of Britain is widely recognised as one of cycling’s longest-running sponsorships.

In addition to providing unrivalled coverage of both races in 2021, the Telegraph Media Group will work with race organisers SweetSpot and commercial partners to expand the reach and awareness of both events, and to provide integrated advertising and sponsorship solutions.

The extension will also see both parties working to engage their respective audiences through competitions and special offers.

In quotes

Jo Morrell, Chief Publishing Officer at the Telegraph Media Group, said: “The Telegraph has always had a very keen and knowledgeable cycling audience and we are delighted to continue our relationship with the Tour of Britain and Women’s Tour in 2021. We are proud that we continue to lead the way with our cycling coverage and this partnership further reflects our standing in the cycling community.”

Hugh Roberts, chief executive of Tour of Britain organiser SweetSpot Group, said: “The Telegraph is synonymous with quality reportage and writing on the sport of cycling, and their support for the Tour of Britain and, in particular, the Women’s Tour since its inception, has been second to none.

“We look forward to building on and developing our relationship in 2021 and beyond to continue to improve our core offering to both our current partners and future title sponsors of both events.”

About the Women’s Tour

Rescheduled for October owing to the COVID-19 pandemic, the seventh edition of the Women’s Tour will feature the race’s first-ever individual time trial, to be held in Atherstone, Warwickshire. The race, which forms a part of the prestigious UCI Women’s WorldTour, will also visit Oxfordshire and Walsall, before concluding in Felixstowe, Suffolk after two stages in the East of England.

Alongside British Cycling, this year’s race will also honour and celebrate the often unnoticed and under-appreciated work of key workers and community champions since March 2020 at each stage start and finish venue through the new Ride for Heroes initiative.

The wider cycling community can nominate these unsung heroes via the event website: womenstour.co.uk/ride-for-heroes.

With cycling enjoying a boom in the UK, and hundreds of thousands of new and returning cyclists taking to two wheels, there are a range of sponsorship opportunities available with the Women’s Tour. Packages range from title and jersey sponsorships on a national level to regional level positions in support of individual stages. For more information click here.