Specialized signs three-year Tour of Britain deal

Jonathon Harker
Specialized signs three-year Tour of Britain deal

Bike brand will be Official Neutral Service Provider for the ToB

Specialized has signed up to a three-year partnership with SweetSpot Group to become the Official Neutral Service Provider at The Tour of Britain and for The Tour Ride, mass participation events.

The Tour of Britain is a UCI 2.1 race in its ninth year, taking place around the UK between September 9th and 16th 2012. The full Tour of Britain route was revealed last month.

SweetSpot said: “The Tour of Britain continues to attract many of the world’s top cyclists, so it is important that we continue to provide a world-class Neutral Service that will support competitors in the race, and participants in our mass participation Tour Rides, every kilometre of the way."

ToB race director Mick Bennett enthused: “As The Tour continues to grow we are looking forward to working with such an established and high-profile brand as Specialized on the 2012 event and going forwards.”

Specialized has been involved in The Tour since it began in 2004, with different teams racing on Specialized bikes, from Quick Step to Sigma Sport – Specialized in 2011. This year the three neutral service cars will provide service for all 96 professional riders in the race using Specialized Tarmac bikes and Roval wheels complete with Turbo Pro tyres.

Article continues below

Advertisement

Specialized PR and Sports marketing manager James Booth added: “The idea of becoming more involved in this event in the Olympic year and especially with the grand finale of the race finishing in Surrey was one than Specialized couldn’t refuse.

"It is a really exciting progression for the brand as a team sponsor to now become an equipment sponsor of the event and continues to show our support of domestic racing as well as World Tour racing.”

Along with the neutral service involvement at The Tour of Britain, Specialized will also be neutral service supplier at all five of The Tour Rides taking place around the country in 2012. The Tour Rides provide participants with the chance to experience what the pros go through during The Tour of Britain.

Last year's Tour of Britain saw the ToB record its best-ever TV audience. Since then Skoda and Yodel have both renewed their sponsorship of the key event in the UK cycle calendar.

Tags: specialized , tour of britain , tob , road , professional cycling

Follow us on

  • RSS