Financial trading company IG Markets has been unveiled as the sponsor of the 2011 Tour of Britain leader's jersey, which will now be gold rather than yellow of previous years.
It's the latest move by IG Markets to support cycling in Britain, having already sponsored the British-based Sky professional team, the Kent Velo Girls women's cyclo-sportive and recently been unveiled as title sponsor for this year's London Nocturne race.
"The partnership between us and Britain's leading cycle race underlines the growing popularity of cycling in Britain, both in terms of participation and media interest," said IG Group chief executive Tim Howkins.
"We look forward to being a part of this growth through our commitment to The Tour of Britain, which will allow us to engage with cycling fans, our clients and our prospects in a unique and very personal way."
This year's eight-day, UCI 2.1-ranked ToB will start on Sunday September 11 in the Scottish Borders and Dumfries and Galloway, and finish with a criterium stage around Westminster, London, on Sunday September 18.
Five Proteams have already been named as taking part in this year's race: Leopard-Trek, Garmin-Cervelo, HTC-Highroad, Saxo Bank and Sky.
The 2011 Tour of Britain route and participating teams will be officially launched in London on Tuesday (April 18).
IG Markets will be official partners of the Tour of Britain and the nationwide Tour Series, both of which are organised by Sweet Spot.
Tour of Britain: Previous winners
2010 Michael Albasini (Switzerland)
2009 Edvald Boasson Hagen (Norway)
2008 Geoffroy Lequatre (France)
2007 Romain Feillu (France)
2006 Martin Pedersen (Denmark)
2005 Nick Nuyens (Belgium)
2004 Mauricio Ardila (Colombia)
Tour of Britain returns to central London for 2011 finale
Scotland getting ready for 2011 Tour of Britain start
Leopard-Trek sign up for 2011 Tour of Britain
Kent Velo Girls women-only sportive
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