Bike retailer Evans Cycles has been announced as the official retailer for the 2022 Tour of Britain.
Hailed as the UK’s most prestigious cycle race, the competition will take place between the 4-11 September.
Featuring eight stages, the tour will start in Aberdeen before making its way south and finishing on the Isle of Wight.
The omni-channel partnership will include Evans Cycles branding at key points throughout the race as well as sponsorship of video highlights.
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“The Tour of Britain is not only the biggest cycling race in the country, it is the UK’s largest free spectator event – attracting more than a million fans to the roadside annually. We are thrilled to be on the bill for 2022,” Evans Cycles managing director Russell Merry.
“High profile events like these not only promote the sport and get more people interested in everyday cycling – they play an important part in inspiring the next generation of riders. It’s an honour to be a part of it.”
The collaboration will also feature in-store activations including window takeovers and point-of-sale marketing.
Tour of Britain commercial director Miles Rose added: “Evans Cycles is a British institution in cycling and has played a key role in getting more people on bikes over the last 100 years. We are proud to finally announce them as the Official Retailer for the Tour of Britain 2022 and look forward to a great event next month.”
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