Aviva, the UK’s largest insurer, has announced it is taking on the title sponsorship of the most prestigious female and male professional cycling road races in Britain. The races will be renamed the Aviva Women’s Tour and Aviva Tour of Britain as Aviva takes on the sponsorship from Friends Life, which became part of the Aviva group earlier this month.
At the launch event in Piccadilly Circus, the new Aviva Yellow Jerseys for both races were unveiled, with the Aviva Women’s Tour jersey pictured below. Among the guests there to mark Aviva’s new sponsorship were Olympic champions Dani King and Chris Boardman and Chief Executive of race organisers Sweetspot, Hugh Roberts.
Aviva already has a long history of supporting a variety of different sports and currently has sponsorship deals in place with Premiership Rugby, Norwich City Football Club and the Aviva Stadium in Ireland.
Dani King, Olympic Gold medal winner in the 3km Team Pursuit at London 2012, said:
Taking part in the first ever Women’s Tour last year was incredible. To see so many people out on the streets to support the riders was a real buzz and I think this year’s race is going to be even better. To have Aviva on board as title sponsor, with their history of sport sponsorship, can only be a good thing for cycling.
Chris Boardman, Gold medal winner at the 1992 Olympics, said:
Last year I did a lot of work around both these races, but particularly the Tour of Britain. The race helped to elevate cycling to a whole new level, and a large part of that has to go down to the sponsors.
“The introduction of a household name like Aviva as title sponsor gives the event a further boost. I was at the final stage of the Tour of Britain last year when it was a circuit around central London and the atmosphere was incredible. I have a feeling it’s going to be even better this year.”
The sponsorship deal not only takes in the Aviva Women’s Tour and the Aviva Tour of Britain, but also the Aviva London Cycle, which takes place on same day as the final stage of the Aviva Tour of Britain (Sunday 13 September), and the Aviva Tour Ride, a sportive in Worcestershire, which takes place on Sunday 4 October.
Entries for the Aviva Tour Ride are now open.