Tour of Britain and Women’s Tour searching for new main sponsor to replace OVO Energy
The flagship British races are on the hunt for a new backer
- (opens in new tab)
- (opens in new tab)
- (opens in new tab)
- Sign up to our newsletter Newsletter

The organisers of the Tour of Britain, the Women’s Tour and the Tour Series are on the hunt for a new headline sponsor to replace OVO Energy.
Bristol-based energy firm OVO are bringing their sponsorship of the flagship British races to an end after three years, leaving the events without a main backer.
Organiser of the Tour of Britain, SweetSpot, is now trying to attract a new sponsor to support the three major British racing events.
SweetSpot CEO Hugh Roberts said: “All three events headline the British Cycling calendar and will no doubt continue to do so over the next decade as we work with partners, stakeholders, teams, riders and fans to inspire the next generation.
“We thank OVO Energy for their support of the events and look forward to beginning in the already illustrious histories of the Tour of Britain, Women’s Tour and Tour Series in 2020 and beyond.”
This year marked a number of milestones for all three races - 15 years since the reintroduction of the Tour of Britain, the 10th anniversary of the Tour Series and an expanded Women’s Tour to mark its fifth year.
It was thanks to the OVO sponsorship that the Women’s Tour made the significant step of introducing a prize fund equal to that of the Tour of Britain in 2018, the first UCI stage race to do this.
>>> Tour of Poland organisers retire number 143 in memory of Bjorg Lambrecht
OVO Energy brand and communications director Sarah Booth said: "We are proud of the contribution we’ve made through our sponsorship, helping fans across the country see the world’s best riders competing on their doorsteps and inspiring a whole new generation to get on their bikes.
"Our most meaningful legacy is taking a step towards gender parity in cycling by increasing the Women’s Tour prize fund, helping to provide an equal platform on the world cycling stage."
Earlier this year, SweetSpot signed a new 10-year extension to their partnership with British Cycling to run the Tour of Britain.
Thank you for reading 10 articles this month* Join now for unlimited access
Enjoy your first month for just £1 / $1 / €1
*Read 5 free articles per month without a subscription
Join now for unlimited access
Try first month for just £1 / $1 / €1
Alex Ballinger is editor of BikeBiz magazine, the leading publication for the UK cycle industry, and is the former digital news editor for CyclingWeekly.com. After gaining experience in local newsrooms, national newspapers and in digital journalism, Alex found his calling in cycling, first as a reporter, then as news editor responsible for Cycling Weekly's online news output, and now as the editor of BikeBiz. Since pro cycling first captured his heart during the 2010 Tour de France (specifically the Contador-Schleck battle) Alex covered three Tours de France, multiple editions of the Tour of Britain, and the World Championships, while both writing and video presenting for Cycling Weekly. He also specialises in fitness writing, often throwing himself into the deep end to help readers improve their own power numbers. Away from the desk, Alex can be found racing time trials, riding BMX and mountain bikes, or exploring off-road on his gravel bike. He’s also an avid gamer, and can usually be found buried in an eclectic selection of books.
-
-
Rider disqualified from Zwift UCI World Championships hit with MyWhoosh DQ
South African Eddy Hoole disqualified by MyWhoosh due to Hoole's suspension by Cycling South Africa
By Tom Thewlis • Published
-
Jumbo-Visma trials adjustable tyre pressure system at Dwars door Vlaanderen
Men's team tested Gravaa KAPS (kinetic air pressure system) hubset system ahead of Paris-Roubaix
By Tom Thewlis • Published
-
Women’s Tour fundraising campaign receives public backing from Alastair Campbell
Tony Blair's former comms director highlights major role played by race in growth of women’s cycling
By Tom Thewlis • Published
-
Three weeks to save the Women’s Tour as organiser launches crowdfunding campaign
Race is looking for £100,000 to fill funding hole
By Vern Pitt • Published
-
Women’s Tour down to five stages as organiser makes plea for sponsors
Race organiser SweetSpot says event "urgently requires additional commercial income"
By Tom Davidson • Published
-
Tour of Britain set for Welsh climax in 2023
Race organisers announce partnership for the national tour and Women’s Tour to visit the Principality until 2026
By Owen Rogers • Last updated
-
Despite giving up sprinting for signs third place earns Longo Borghini Women’s Tour victory
The Italian champion finished third in the bunch sprint in Oxford earning enough bonus seconds to take the overall
By Owen Rogers • Published
-
'It’s not the way we want to end it' says Lorena Wiebes after her third Women’s Tour stage victory
Despite the victory equalling the Women’s Tour records of Marianne Vos and Join D’hoore th team worked for Charlotte Kool on the final stage into Oxford
By Owen Rogers • Published
-
Elisa Longo Borghini wins the Women’s Tour by slender bonus seconds margin
Bonus seconds taken in the final bunch kick took the Italian to a one second overall win
By Owen Rogers • Published
-
£50K of bikes and kit stolen from Trek-Segafredo in second theft in two weeks
American team lose two bikes and other equipment stolen from their team truck parked at a Swansea hotel
By Owen Rogers • Last updated