Insurance company Aviva takes over as title sponsor of the Tour of Britain and Women's Tour after the company purchased Friends Life

Aviva will take on the title sponsorship of the Tour of Britain and Women’s Tour, it was announced today.

The sponsorship deal, which was made public at a launch event in Piccadilly Circus attended by Chris Boardman and Dani King, follows the insurance provider’s purchase of the races’ previous backer Friends Life earlier this month.

Wiggle-Honda rider King is hopeful of competing in the Women’s Tour, which begins in Bury St Edmunds on June 17, while the agreement (which is currently for 2015, with a view to extending it next year) was unveiled within sight of the finish line for the final stage of this September’s Tour of Britain.

King said: “Taking part in the first ever Women’s Tour last year was incredible.

“To see so many people out on the streets to support the riders was a real buzz and I think this year’s race is going to be even better.

“To have Aviva on board as title sponsor, with their history of sport sponsorship, can only be a good thing for cycling.”

>>> Tour of Britain 2015 route: stage by stage

Hugh Roberts, Chief Executive of race organiser Sweetspot, said: “Having a title sponsor last year helped us to take both events to a new level, reaching more communities and spectators than ever before. Now we have Aviva on board and I think we’re going to see something really special.

“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.”