Tour of Britain Signs Yodel as Official Sponsor/Logistics Partner

March 24, 2011

Cycling’s Tour of Britain sprint competition has signed delivery service provider Yodel as its official sponsor and logistics partner for this year’s race.

The deal is estimated to be worth a low six figure sum under the highest tier sponsorship which will see the Sprint competition renamed the Yodel Sprints Competition, with three Yodel sprints taking place during each of the Tour’s eight stages.

Yodel will take ownership of the official jersey, worn by the leader of the sprints competition, with the design released in April at the launch of the Tour of Britain, under the terms of the agreement. The Prostate Cancer Charity supports the points jersey, so this deal leaves just the yellow jersey and king of the mountains jersey with no partner as of yet.

Yodel will help to deliver the UK’s largest road cycling race in their capacity as official logistics partner and a large portion of their sponsorship is believed to be made up of value in kind.

Hugh Roberts, chief executive of Tour of Britain organisers the SweetSpot Group, stated: “This is excellent news for the Tour of Britain and we look forward to Yodel becoming synonymous with the sprints jersey at this year’s event.  I’m sure that cycling fans will be drawn to each of the Yodel Sprints during the Tour to witness the action first hand. It is very encouraging for us as an organisation to have secured another top tier partner ahead of this year’s Tour, and bodes well for what will be another highly successful year for The Tour of Britain.”

Jonathan Smith, chief executive of Yodel, added: “Yodel and the Tour of Britain are the perfect match, with both parties being all about speed and team work, absolute relevance at both a national and local level, and having an all-important green focus. Delivering the Tour of Britain is a huge logistical feat, and we are proud to playing be our part in that this year. We are sure that many of them will flock to the Yodel Sprints, where some of the most exciting action in the Tour of Britain will unfold.”