The UK distributor of Shimano, Giro and Colnago has signed a three year deal to become the 'Official Cycle Industry Partner' to the race that's three this year.

Madison becomes a major Tour of Britain sponsor

As part of the sponsorship package, Shimano will provide neutral service to the riders, Madison sponsors the ‘Combativity’ award each day within the race; and the company will be able to feature Tour of Britain consumer promotions via bike shop stockists and

The partnership will also see The Tour of Britain offering ‘official Tour of Britain dealer’ status to approved Madison bike shops.

Dominic Langan, a long-time employee of Madison and MD since November, has been quick to stamp his authority on the promotional direction of the company.

"Madison is very excited about being the official Cycle Industry Partner for the race and its potential for attracting more people into cycling in the UK," said Langan.

"In the last two years we’ve seen The Tour of Britain reinstated on the calendar with an organisation that can be relied upon to deliver a sustainable and high profile race."

Hugh Roberts, CEO of the Tour of Britain, said:

“It is important for The Tour of Britain to retain close links with the cycle industry and the loyal band of cyclists whom it serves. By linking with Madison we can ensure that the Tour of Britain remains a key date in the hearts and minds of cyclists in the UK."

An announcement of about the route of the Tour of Britain, to be staged August 29th-3rd September, will be made later in the spring.

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