Aviva, the UK’s largest insurer, has announced it is taking on the title sponsorship of the most prestigious female professional cycling road race in Britain.
The race – which is due to begin in Bury St Edmunds on June 17, where last year’s inaugural race ended – will be renamed the Aviva Women’s Tour as the insurance company takes on the sponsorship from Friends Life, which became part of the Aviva group last month.
Hugh Roberts, chief executive of race organiser Sweetspot, said: “For the Women’s Tour, last year’s race was the first one, but already it is being held up as an example to cycling organisations around the world of how a female cycling event can be a success.
“Making it the Aviva Women’s Tour will only enhance that and we are looking forward to an even bigger and better event this June.”
Karen Burrell, Aviva’s marketing delivery director, said: “Aviva actively supports the communities we operate in and we have a long history of successful sporting sponsorships which we are now looking to build on with cycling.”