Advertisement

Sign up for our newsletter

Advertisement

Tour of Britain and Women's Tour searching for new sponsor as Ovo's tenure ends

Joe Robinson
1 Nov 2019

Ovo Energy ends three-year partnership with marquee British races

The Tour of Britain and Women's Tour are on the hunt for a new title sponsor after Ovo Energy's backing came to a close. It ends a three-year partnership that saw the energy firm also back the Tour Series in this period. All three races will now seek a new title sponsor for 2020.

Ovo Energy initially came on board in 2016 as a local sponsor before transitioning to named title sponsor from 2017. In this time, the company was much credited for bringing financial parity to the Women's Tour prize fund to that of the Tour of Britain, the first UCI race to do so.

Communications director for Ovo Energy Sarah Booth shone a light on the legacy it leaves through gender parity.

'We are proud of the contribution we’ve made through our sponsorship, helping fans across the country see the world’s best riders competing on their doorsteps and inspiring a whole new generation to get on their bikes,' said Booth.

'Our most meaningful legacy is taking a step towards gender parity in cycling by increasing the Women’s Tour prize fund, helping to provide an equal platform on the world cycling stage.'

The future of these three races should be secure but it does make worrying reading that yet more big races are being forced to guarantee their long term futures.

Earlier this week, the USA's only WorldTour race the Tour of California announced it would end after 16 years citing increasing financial difficulties.