Tour Of Britain Signs Alpecin

Alpecin, sponsor of Germany's only World Tour team Giant Alpecin, has 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 September 4th-11th. 

"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,” said company spokesperson Marcel Klöpping.

Alpecin will gain exposure via the global transmission of the live television coverage and highlights of the Tour of Britain, as well as  branding and marketing rights across all eight days of the Tour, including the final stage on Sunday September 11th in London.

In addition to 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 September 10th, 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 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."

The Tour of Britain is British Cycling's premier road cycling event giving cycling fans the opportunity to see the world's best teams and riders competing on their door step.