Tour of Britain gears up with Chain Reaction Cycles

SweetSpot Group, the organisers behind the Tour of Britain, have announced the race will team up with Chain Reaction Cycles for 2013.

The online retail giant will continue to sponsor the Chain Reaction Cycles Points Jersey in the Tour – Britain’s biggest free-to-spectate live sporting event.

Dutch rider Boy Van Poppel won the Chain Reaction Points Jersey in 2012, with previous winners of the jersey including Mark Cavendish and Geraint Thomas.

A re-designed CRC Points Jersey will be revealed in due course, as will further details of the retailer’s involvement in the 2013 Tour Ride programme.

“Last year’s Tour of Britain kept alive the tremendous interest in road cycling generated by the Olympics," said CRC global head of events Grant Norris.

"We at Chain Reaction Cycles are once again looking forward to supporting The Tour of Britain though the sponsorship of the Point’s Jersey and meeting again with cycling enthusiasts on route the length and breadth of Britain.”

SweetSpot Group chief exec Hugh Roberts added: “We welcome the recommitment of Chain Reaction Cycles to The Tour of Britain and look forward to working with them again as we celebrate the tenth anniversary of The Tour.

“Through Chain Reaction Cycles we will be encouraging people to get on their bikes and take part in The Tour Rides, while the Chain Reaction Cycles Points Jersey will continue to reward the most consistent rider in this September’s Tour of Britain.”

The 2013 route will be announced in full next week in a National Launch shindig at the London Film Museum on Thursday March 21st.