Brother UK extends Tour of Britain partnership

07 Dec 2016

By: Sport Industry Group

Brother UK and SweetSpot Group have announced the extension of their partnership across The Tour of Britain, The Women's Tour and The Tour Series.

Brother UK will continue as the official results, printing and imaging partner for the Tour of Britain, The Women's Tour and The Tour Series in a new multi-year partnership with SweetSpot Group, organisers of all three events.

The service and solutions provider, which is based in Greater Manchester, will continue its support of a mixture of multi-stage and city centre racing, encompassing both men and women's elite cycling, through The Tour Series (May 2017), The Women's Tour (7th – 11th June) and The Tour of Britain (3rd – 10th September).

Brother UK will continue to be the sponsor of the fastest lap competition within The Tour Series, presenting a trophy to the rider recording the fastest lap during the events. Additionally, Brother UK will again have naming rights to the series' Corporate Grand Prix support event, giving teams from official partners the chance to race on one of the same circuits as the professionals in a Pro-Am format.

In addition to imaging and printing facilities for the race organisers, Brother will continue its support of the mass participation Tour Ride sportives using its two dedicated neutral service vehicles, giving participants similar support to that experienced by professional teams.

Phil Jones MBE, managing director, Brother UK said: "We were keen to tie something up longer term within our cycling portfolio supporting our 'Brother4Results' positioning and I'm delighted we could partner again with SweetSpot for a further 3 years, after a highly successful 2016 season. Together we make a great team and today's announcement signals our commitment to support the sport over the coming years."

Alastair Grant, commercial director, SweetSpot added: "2016 was our first year working with Brother UK and we were delighted with the results the partnership produced.  We are thrilled that they have chosen to re-commit to Britain's biggest cycling events, as a part of their wider sponsorship portfolio.

"We are working closely with Brother UK on plans for 2017 and to grow the partnership for the benefit of fans following the Tour of Britain, Women's Tour and Tour Series.”

Image: ©Getty Images