Strategy
Friends Life Sponsors Cycling's Tour Of Britain
Pensions and retirement firm Friends Life has announced that it has become the first title sponsor of the Tour of Britain cycle race.
Pensions and retirement firm Friends Life has become
the first title sponsor of the Tour of Britain cycle race.
The Tour was won last year by Bradley Wiggins and starts this year in September in Liverpool and finishes in London on 14 September.
Sports sponsorship has become de rigueur for UK corporates since the Olympics stormed London in 2012. The desired exposure from being associated with clean cut, healthy and competitive athletes is understandable - even if there is little in common between a elite cycle team and a pension provider.
“Friends Life are the perfect ‘fit’ and their plans for activating their involvement will no doubt prove to be ground breaking, not just for the events themselves, but more importantly in our eyes, for the greater good of the sport,” said Hugh Roberts, chief executive of race organisers SweetSpot.
“Cycling is now hugely popular in Britain and we want to encourage and support its growing popularity by sponsoring the Tour of Britain,” added Andy Briggs, chief executive at Friends Life. “The success of the inaugural Friends Life Women’s Tour has fuelled our enthusiasm for elite road racing and the inspiration it brings to a wider cycling audience.”
Friends Life sponsored the inaugural Women’s Tour in May.
The Tour was won last year by Bradley Wiggins and starts this year in September in Liverpool and finishes in London on 14 September.
Sports sponsorship has become de rigueur for UK corporates since the Olympics stormed London in 2012. The desired exposure from being associated with clean cut, healthy and competitive athletes is understandable - even if there is little in common between a elite cycle team and a pension provider.
“Friends Life are the perfect ‘fit’ and their plans for activating their involvement will no doubt prove to be ground breaking, not just for the events themselves, but more importantly in our eyes, for the greater good of the sport,” said Hugh Roberts, chief executive of race organisers SweetSpot.
“Cycling is now hugely popular in Britain and we want to encourage and support its growing popularity by sponsoring the Tour of Britain,” added Andy Briggs, chief executive at Friends Life. “The success of the inaugural Friends Life Women’s Tour has fuelled our enthusiasm for elite road racing and the inspiration it brings to a wider cycling audience.”
Friends Life sponsored the inaugural Women’s Tour in May.
