Friends Life has signed up as the title sponsor for the Tour of Britain, the race's organiser announced on Tuesday morning.
The pensions and investments group sponsored the inaugural Women's Tour in May, and has now stepped up its commitment to British cycling with a new deal.
Andy Briggs, group chief executive of Friends Life, said: "Cycling is now hugely popular in Britain and we want to encourage and support its growing popularity by sponsoring the Tour of Britain. The success of the inaugural Friends Life Women’s Tour has fuelled our enthusiasm for elite road racing and the inspiration it brings to a wider cycling audience.
"These tours are not only a great test of strength, endurance and ability for the race participants, they also bring together family and friends in support of the race and highlights the mental and physical benefits of cycling to all."
Hugh Roberts, chief executive of Tour of Britain organiser SweetSpot added: "We are delighted to be renewing and extending our partnership with Friends Life to encompass the two biggest cycling Tours in the UK.
"Friends Life are the perfect ‘fit’ and their plans for activating their involvement will no doubt prove to be ground breaking, not just for the events themselves, but more importantly in our eyes, for the greater good of the sport."
The 2014 Tour of Britain starts in Liverpool on September 7 and concludes after eight days of racing in London on September 14.
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Nigel Wynn worked as associate editor on CyclingWeekly.com, he worked almost single-handedly on the Cycling Weekly website in its early days. His passion for cycling, his writing and his creativity, as well as his hard work and dedication, were the original driving force behind the website’s success. Without him, CyclingWeekly.com would certainly not exist on the size and scale that it enjoys today. Nigel sadly passed away, following a brave battle with a cancer-related illness, in 2018. He was a highly valued colleague, and more importantly, n exceptional person to work with - his presence is sorely missed.
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