First Milk Becomes Official Supplier to Tour of Britain

September 8, 2014

Friends Life Tour of Britain has secured British lifestyle nutrition experts First Milk, parent company of CNP, as their official supplier.

The sponsorship builds on CNP’s relationship as the Official Nutrition Supplier to British Cycling, and Official Supplier of Sports Performance and Hydrations Drinks to Team Sky. It provides the nutrition specialists with the opportunity to reach over one million cycling enthusiasts and supporters throughout the UK.

In addition to branding at each stage of the Tour, the agreement gives CNP and First Milk rights to distribute their Endurance and Team Sky Breakfast Range products at sampling stations and in VIP hospitality areas during the tour.

The Tour of Britain, last year won by Sir Bradley Wiggins, is the UK’s biggest professional cycle event, with 108 top cyclists racing through nine stages, covering more than 1,377 kilometres. The 2014 event starts on Sunday 7th September in Liverpool, with a world-class field competing over eight days before culminating in a time trial and criterium in London on Sunday 14th September. More than a million fans are expected to line the route to watch the country’s largest free-to-spectate sporting event.

Kate Allum, Chief Executive of First Milk, said: “Cycling is the fastest growing participation sport in the UK with over two million people regularly jumping on their bikes along Britain’s roads for leisure, health and exercise benefits, This exciting sponsorship gives us the opportunity to demonstrate our industry-leading credentials in cycling, and share our innovative products and race nutrition expertise with supporters of the Tour of Britain.”

Hugh Roberts, Chief Executive of race organisers SweetSpot said: “We are delighted to announce First Milk as the latest partner to this year’s Friends Life Tour of Britain. To secure the support of a pioneering British brand that have built an excellent footprint within cycling through their work with British Cycling and Team Sky, is great for spectators and guests coming to this year’s Tour.”