OMODA Becomes Official Automative Partner of the Lloyds Tour of Britain

The Lloyds Tour of Britain has signed OMODA, the UK’s fastest-growing automotive brand, as an Official Automotive Partner of the Lloyds Tour of Britain Women and Men.

Through the partnership, OMODA will support the Lloyds Tour of Britain Women and Men, joining a growing portfolio of partners helping to deliver one of the UK’s largest and most accessible sporting events. The collaboration will see OMODA integrated into activity surrounding this year’s races, including the Omoda VIP in Race Car Experience with further opportunities to engage fans and communities planned throughout the Tour.

Further to being an official partner to the Lloyds Tour of Britain, OMODA ‘s involvement with the Tour will include the prestigious King of the Mountain and Queen of the Mountain classifications sponsor. OMODA will also supply the official vehicle fleet for the race director cars, and in-car experiences.

The announcement follows a partnership signing ceremony held in where representatives from OMODA and British Cycling Ventures formally marked the beginning of the collaboration ahead of this year’s events. The deal was constructed by British Cycling’s exclusive commercial partner IMG.

Darren Henry, Managing Director, British Cycling Ventures, said: “We’re delighted to welcome OMODA, the UK’s fastest-growing automotive brand, as an Official Partner of the Lloyds Tour of Britain.”

“At its heart, the Lloyds Tour of Britain is about bringing people and communities together through the joy of cycling. Through the men’s and women’s races, we celebrate the places, landscapes and local communities that make every stage unique, while inspiring more people to connect with the power of sport.

“OMODA shares our ambition to create meaningful connections and memorable experiences, making them a natural partner for the Tour. This partnership demonstrates the growing appeal of the Lloyds Tour of Britain as a platform that enables brands to create meaningful connections with communities and audiences across the UK, whilst building a more sustainable future for one of Britain’s biggest sporting events”

Victor Zhang, Country Director of OMODA UK, said: “This partnership is about much more than supporting elite sport. OMODA is a lifestyle brand, and our collaboration with the Lloyds Tour of Britain reflects a shared belief that driving a car is about more than getting from A to B – it’s about exploration, well-being and creating meaningful experiences.

“We’re excited to play a role in bringing the Tour to communities across Britain while also allowing fans to experience the OMODA brand. Together, we hope to inspire more people to embrace active lifestyles and discover how our vehicles can support every journey, from the daily commute to weekend adventures.”

The Lloyds Tour of Britain continues to unite communities across the UK through world-class cycling, showcasing Britain’s towns, cities, landscapes and culture while bringing millions of people closer to one of these biggest moments in the UK sporting calendar.