Halfords has been named as title sponsor for the Tour Series by the tour organiser SweetSpot.
The Halfords Tour Series is running from May 25th to June 24th, taking in ten British cities. Ten British pro teams will battle it out across the series.
Halfords commercial director Paul McClenaghan enthused: “As the UK’s leading cycle retailer, Halfords is keen to showcase the passion and expertise of our in store colleagues who build and service around hale racing to a wider audience. The Halfords Tour Series will help give cycle enthusiasts, families and young aspiring Bradley Wiggins’ alike inspiration to get on their bikes.
"This is also a great opportunity to showcase the passion and expertise of our in-store colleagues who build and service around half a million bikes a year including the award winning Boardman Road Pro.”
The Tour Series commercial manager Alastair Grant added that the deal will give the Tour organisers more opportunities to market the event: “Halfords is the natural partner for this dynamic, engaging cycle race series.
“Halfords Tour Series will allow us to do even more to promote the sport to new audiences going forward, helping our team and venue stakeholders to engage with the hundreds of schools across the country who attend these exciting events. By bringing elite races ‘back to the people’ in televised, midweek slots, we can also engage people across the country with Britain’s best Olympic sport.”
For more on the Tour, click here.