Alpecin, sponsor of Germany's only World Tour team Giant Alpecin, have become an Official Partner of the Tour of Britain, the UK's biggest professional cycle race.
The caffeine-shampoo manufacturer is the latest international brand to become a partner of the Tour of Britain, which takes place from Sunday 4 to Sunday 11 September.
"As an internationally active manufacturer of body care products, we can particularly enhance the global brand image of our Alpecin Caffeine Shampoo in the world of professional cycling”, explains company spokesperson Marcel Klöpping.
Alpecin will benefit via the global transmission of the live television coverage and highlights of the Tour of Britain, as well as enjoying with branding and marketing rights across all eight days of the Tour, including the final stage on Sunday 11 September at the heart of London.
In addition to VIP Hospitality packages and experiential rights, Alpecin will also benefit from increased visibility with naming rights and additional branding around the Stage Seven individual time trial in Bristol on Saturday 10 September, with riders departing from an Alpecin branded start ramp ahead of the 15-kilometre test.
Commenting on the partnership, Alastair Grant, Commercial Director for Tour of Britain organisers SweetSpot said: "We are pleased to welcome Alpecin as a partner of The Tour of Britain, and are thrilled that as an international brand they have identified the Tour of Britain as the perfect opportunity for them to reach their target audiences across the UK and internationally through the race's extensive global television broadcast. We look forward to working closely with them across Britain's most prestigious cycle race".