Tour Of Britain Saddles Up With Alpecin As Shampoo Partner

Premier cycling road race, OVO Energy Tour of Britain, has named Alpecin as its ‘Official Shampoo’ partner.

Under the terms of the agreement, the German company aims to revitalise the hair of the Tour’s riders and fans. A long-standing supporter of cycling, Alpecin hopes the partnership will help it achieve its goal of becoming the global brand for male hair care.

Eduard Dörrenberg, Managing Director of Alpecin, said of the partnership: “We are delighted to add to our proud tradition of cycling sponsorship and become the official Shampoo of the OVO Energy Tour of Britain. The United Kingdom is one of our biggest markets and we believe it acts as the global window for Alpecin.”

Heath Harvey, CEO of the Tour’s marketing and events partner, SweetSpot, added, “Alpecin is a brand known to cycling fans across the world, so we’re excited that they’ve extended their sponsorship portfolio in the sport by teaming up with the OVO Energy Tour of Britain.

“I know their presence at the race will go down extremely well with the Tour’s fanbase, who are extremely brand loyal to those companies who have been long-standing supporters of their favourite sport.”

The 15th edition of the week-long race gets underway this Sunday.