Sigma Sports to be official retail partner to Tour of Britain and Women’s Tour

Sigma Sports has been appointed official retail partner to the Tour of Britain and Women’s Tour.

The partnership will begin with the upcoming Tour of Britain that begins in Cornwall on 5th September and include the Women’s Tour (4th-9th October). The agreement builds on the success of the partnership at the last running of both events in 2019, which saw Sigma Sports producing behind the scenes content from both events across their channels.

Sigma Sports will also present the Sigma Sports Points jersey in the Women’s Tour, awarded to the race’s most consistent finisher.

“We are incredibly proud to be supporting the Tour of Britain and Women’s Tour in 2021,” said Sigma Sports’ managing director Ian Whittingham. “For a number of years there has been a close affinity with Sigma Sports and the British racing scene, so to actively be partnering with two of the biggest races in the UK is a huge honour for us.”

Through the partnership, Sigma Sports will receive branding, hospitality and activation rights across the Tour of Britain and Women’s Tour, in addition to exclusive content opportunities at both events for their social media platforms.

Miles Rose, Commercial Director for race organisers SweetSpot said; “We are delighted to announce we are partnering with UK cycling retail experts Sigma Sports, as our official retail partner for the Tour of Britain, and to be our Points Jersey partner for the Women’s Tour.

“Thanks to Ian and the Sigma Sports team for supporting our events this year, coming out of the past two years of no events it means the world to us.”