The Tour of Britain and Sharp extend partnership deal started last year.

Sharp re-signs as TV sponsor of Tour of Britain

Sharp is to support The Tour of Britain on ITV as ‘Official Broadcast Sponsor’ on the ITV coverage this September. Following on from their partnership in 2010, Sharp will also continue as Official Electronics Partner to The Tour of Britain.

Paul Hide, Sharp managing director, said: “The last 18 months have seen us establish our position in UK pro-cycling, and we are now looking to build on that. As the premier UK pro event, The Tour of Britain is the perfect platform for us, and we’ll be looking to bring our technological expertise to the race this year, providing insights that can deepen the fans’ enjoyment and engagement.”

As a part of the deal Sharp will showcase Quattron TVs and multifunction printers, in return for branding and other commercial rights across The Tour of Britain and The Halfords Tour Series.

Sharp and The Tour of Britain organiser SweetSpot will also once again be placing a number of competitions in regional media in the build up to the event.

“The news that Sharp have committed to an extension of their deal with us is excellent news,” said SweetSpot group commercial manager Alastair Grant. 

"The extended partnership is also a clear sign of the growing success of The Tour of Britain and how we have developed the television coverage since the revival of the race in 2004.” 

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