Here, we consider a couple of benefits of cycling sponsorship and identify key advantages of working with multi-stage cycling races such as OVO Energy Tour of Britain and the Ovo Energy Women's Tour.

  • Nationwide reach with huge media exposure, including daily coverage on ITV4, the Tour of Britain is rapidly cementing itself as the fourth biggest cycling tour in the world behind the three Grand Tours (Tour de France, Giro d’Italia, Vuelta a Espana).


  • Ability to support equality and diversity programmes through work across the Women’s Tour is proving increasingly attractive to sponsors. The recent announcement that both the Men’s and Women’s tours will have equal prize money is a huge statement for Women’s sport in the UK.

  • Cycling and fund-raising have always gone hand in hand but creating something unique raises a number of challenges. Activations with the Tour of Britain, however, can include riding the route itself (e.g. “The Day Ahead Ride”), what better way to engage with cycling-mad employees and clients than getting them to mirror the exploits of Chris Froome, Bradley Wiggins and Geraint Thomas?!

  • The “Mamil” – the term has it’s own Wikipedia page having been initially coined by the marketing research firm Mintel in 2010. Middle-aged men in Lycra, not always the most pleasant mental imagery but, as the research showed, a group of ABs in their 40s with healthy levels of disposable income is a key target market for a multitude of brands. Cycling is the perfect platform to showcase products to the Mamil.


  • For FMCG brands looking for point of sale and sampling opportunities then the significant dwell time at cycling events can be a trump card. Screenings of the race as crowds congregate at the finishing line forms a cornerstone of the day’s entertainment but that waiting time should also provide great engagement opportunities as cycling fans wait for the drama of the final kilometres to reach them.


  • The 2017 Women’s Tour, opening stage. Kasia Niewiadoma makes a solo break and, to the untrained eye, looks like she will forever get caught by the chasing peloton. Fast-forward to the finishing line and Niewiadoma crosses in first place holding a pink ribbon attached to her ponytail. Each rider on the stage was wearing a pink ribbon with a personalised message from a cancer survivor as part of Breast Cancer Care’s work with the race. Niewiadoma, having read the note pre-race, cited that as a constant source of motivation and inspiration throughout the stage. Now Niewiadoma and Laura Hunter (the note writer) are in regular contact, striking up the most heart-warming of friendships.

For any further information on the OVO Energy Tour of Britain and the Ovo Energy Women's Tour, please contact us below.

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© The AOK Events Group 2020

020 8222 8420

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AOK Connect, The Engine Rooms, 150a Falcon Road, London, SW11 2LW