SRAM And Felt Bicycles Saddle Up with The Tour of Britain

28.07.2009

Cycling Distributor Saddleback Ltd to become Official Neutral Support Partner for The Tour of Britain

SweetSpot Group Ltd, organisers of The Tour of Britain, today announced it has signed a three year partnership with Saddleback Ltd, UK distributor for SRAM and Felt Bicycles in the UK. The partnership sees the company become the Official Neutral Service Provider for the professional cycle race, which is taking place from the 12 – 19 September 2009.

Saddleback Ltd will supply The Tour of Britain with SRAM equipped Felt road bicycles, Zipp wheels and provide neutral service to support all of the 96 professional riders in the race.

"The Tour of Britain is a fantastic platform for the promotion of any brand, but is particularly so for a fast growing company in the bicycle trade, and so we are proud to be partnering with Saddleback for this year's race and beyond," said Alastair Grant, Commercial Manager for The Tour of Britain. "It is of the utmost importance to us that the riders in The Tour receive the highest quality of support and Saddleback's input can only help to further this aim, by providing top quality support and equipment for the teams who compete in the race."

Andy Wigmore, Director of Saddleback Ltd said: "We were delighted to be invited to provide the neutral service to The Tour of Britain for the next three years. From the beginning SweetSpot made it very clear they wanted to work with us and showed great confidence in our ability to deliver a great product and a great service. There is no question The Tour of Britain is now an important event on the international race calendar and the perfect showcase for the market leading brands we distribute. The Tour of Britain will be a perfect platform for us to present some of our 2010 product to our dealers and the media whilst enjoying at the same time some great racing."

The Tour of Britain is the UK's biggest free to attend sporting event, attracting over a million spectators per year to towns, cities and communities across the length and breadth of the country.

The Tour of Britain 2009, which begins in Scunthorpe on Saturday 12 September and finishes eight days later in the centre of London on Saturday 19 September, attracts a field of the world's top riders to Britain each year.

The Tour of Britain is an elite international cycle race granted 2.1 status by cycling's world governing body, the UCI, and each year attracts a field of the world's best teams to compete on British roads, including former World and Olympic champions and Tour de France stage winners and yellow jersey wearers. The team line up for this year's Tour will be announced soon, and British cycling fans are in for a treat as they follow the progress of Britain's National tour on the road in September.