Andy Briggs, Friends Life Group Chief Executive, with Olympic Gold Medal medallist and triple world champion, Dani King, (R) and double World Junior Road Race Champion, Lucy Garner, (L) to announce Friends Life’s sponsorship of the inaugural Women’s Tour, at Friends Life Group headquarters in London.
Life assurance provider Friends Life was this morning announced as the title sponsor for this year's Women's Tour.
The FTSE 100 company, which also backs the popular t20 cricket competition, will also have its logos bedeck the race leader's yellow jersey.
Today's announcement ends what has been a lengthy search for financial backers by race organiser SweetSpot. In December, event director Guy Elliott described the hunt for a title sponsor as "tough, regardless of the event"
Supporters of the race's other jerseys have been found. Strava will sponsor the Queen of the Mountains classification (jersey, left), Matrix will back the Best Young Rider competition, and Leukaemia & Lymphoma Research will become partners of the Best British Rider jersey.
The sponsor of the "green-ish" points jersey will be announced in due course.
Hugh Roberts, Chief Executive of organisers SweetSpot said of today's announcement: "This partnership is very much an affirmation of what we wanted for The Women's Tour when we set out on this journey.
"Securing the support of such an established blue chip organisation, will raise the profile of not only women's cycling but women's sport in general within the UK - Friends Life are the perfect fit.”
Current world cup leader Lizzie Armitstead, along with current world road race and time trial champions Marianne Vos and Ellen van Dijk, are among those competing in the inaugural edition of the race.
Women's Tour 2014: Stages
Stage one, Wednesday May 7
Oundle to Northampton, 93.8km
Stage two, Thursday May 8
Hinckley to Bedford, 118.5km
Stage three, Friday May 9
Felixstowe to Clacton-on-Sea, 90.5km
Stage four, Saturday May 10
Cheshunt to Welwyn Garden City, 87.8km
Stage five, Sunday May 11
Harwich to Bury St. Edmunds, 108.3km
Top field for inaugural Women's Tour
11 of the top 13 UCI-ranked teams confirmed for five-day British race.
Marianne Vos confirmed for the Women's Tour
Current Olympic and world road race champion to headline inaugural event
Women's Tour in "good shape" as sponsorship search continues
SweetSpot director Guy Elliot tells CW he is "pleased" with how the race is looking five months out
Marianne Vos enthusiastic about British Women's Tour
Could Olympic and World champion Marianne Vos ride in the inaugural Women's Tour in Britain next season?
Women's Tour start venue confirmed: Oundle, Northamptonshire
Inaugural British Women's Tour will kick off in May 2014 in Oundle, Northamptonshire and visit Hinckley and Bedford
The Women's Tour to start in Northamptonshire
Organisers SweetSpot announce early details of Stage One of the 2014 race
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