German caffeine shampoo manufacturer Alpecin has signed up to support the Tour of Britain from 2016 as an official partner of the race, which begins on September 4.
Title sponsor of the Giant-Alpecin team, the German company has made a large investment in the sport of cycling as it looks to increase its reputation worldwide.
The start ramp of the stage seven time trial around Bristol will see riders depart from the Alpecin branded start ramp.
"As an internationally active manufacturer of body care products, we can particularly enhance the global brand image of our Alpecin Caffeine Shampoo in the world of professional cycling,” said company spokesperson Marcel Klöpping.
A day in the life of Giant-Alpecin
Alastair Grant, commercial director for race organisers SweetSpot said; "We are pleased to welcome Alpecin as a partner of The Tour of Britain, and are thrilled that as an international brand they have identified the Tour of Britain as the perfect opportunity for them to reach their target audiences across the UK and internationally through the race's extensive global television broadcast."
The Tour of Britain begins in Glasgow on September 4 and finishes in London on September 11.
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