British Eurosport & ITV4 Secure Broadcast Rights to Tour of Britain

British Eurosport and ITV4 have been awarded the rights to broadcast the tenth edition of the modern Tour of Britain in the UK.

The British networks will show daily coverage of the 1, order 045km race, which starts in the Scottish Borders town of Peebles on Sunday September 15.

Race organisers, Sweetspot, recently re-awarded the tender for the Tour of Britain by British Cycling, estimated that two million people watched last year’s race from the roadside.

British Eurosport’s managing director, David Kerr, said his network would show each of the eight stages, as part of a 30-strong race package.

“The event continues to grow in stature and there is the promise of another top class field this year,” he said.

The Tour of Britain, which will feature a time trial and a summit finish for the first time this year, takes its place alongside the three Grand Tours in the channel’s coverage.

Both networks will also broadcast a highlights package each evening, in addition to live daily broadcasts.

The highlights show for the Tour of Britain matches the commitment made by both broadcasters to the Tour de France. Its inclusion in ITV4’s schedule continues an unbroken run since 2008.

ITV’s Director of Sport, Niall Sloane said: “Following our extremely popular coverage of this year’s Tour de France, we’re delighted to bring ITV4 viewers live coverage and highlights of this country’s major cycling event with all the key action from The Tour of Britain.”

Some 124 countries broadcasted last year’s race, which was won by Jonathan Tiernan-Locke for the now defunct Endura Racing squad.

Organisers estimate the 2012 Tour of Britain was shown in 288 million homes worldwide, and pledged to reveal details of an increased international distribution of TV rights later this month.