Printer and computer vendor, Brother UK, has become the latest channel name to get involved with cycling after announcing its sponsorship of The Tour of Britain and the Friends Life Women’s Tour 2014.
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Given that the high profile Tour de France is also coming to the UK later this year the move aims to capitalise on what will inevitably be widespread media coverage of cycling events over the summer.
Phil Jones, Brother UK’s managing director, said: “The Tour of Britain and the Friends Life Women’s Tour are both fantastic events which see many of the world’s best competitors come to Britain.”
It might seem like a leap of the imagination to associate a company that is traditionally known as a printer vendor with cycling but as Jones further points out: “Cycling relies heavily on data and technology for performance analysis so these are events with which we feel the Brother UK brand has many synergies.”
Furthermore, Brother positions itself as an information, communications and technology brand and the sponsorship deal sees the vendor becoming official supplier to both races and it will supply printers and consumables in addition to technical support.
Its sponsorship rights range from on-course branding in the finish funnel at every stage of the two events to VIP hospitality at each race.The sponsorship was launched at the Friends Life Women’s Tour which takes place over five days from 7 to 11 May. Highlights will be televised on ITV4.
The Tour of Britain is the UK’s biggest professional cycle race taking place from 7to 14 September. It starts in Liverpool and finishes with a final day double stage in central London.
Brother follows Outsourcery, Node4 and NetApp which have been involved with the Tour of Britain in wither IT support or having a team at the event and puts its name to a sport that some have described as the "new channel golf" because of its popularity as an activity.