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SBD Global/July 16, 2014/Marketing and Sponsorship

Tour Of Britain Secures Pensions, Retirement Specialist Friends Life As First Title Sponsor

Race organizers announced on Tuesday that pensions and retirement specialist Friends Life "has become the first title sponsor of the Tour of Britain," according to the PA. Friends Life sponsored the inaugural Women’s Tour in May and "has followed up its support of cycling by sponsoring the Tour of Britain, which takes place in September" (PA, 7/15). The BRISTOL POST reported the sponsorship "brings together the most prestigious British male and female professional road races under one banner." The sponsorship "will also include the Friends Life Yellow Jersey, which will be worn each day by the race leader." Friends Life "will also be supporting the Tour Ride, a mass-participation event to take place in October" (BRISTOL POST, 7/15).
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