Aviva signs deal with Tour of Britain Aviva, the UK’s largest insurer, has announced it is taking on the title sponsorship of the most prestigious male and female professional cycling road races in Britain. The races will be renamed the Aviva Tour of Britain and the Aviva Women’s Tour as Aviva takes on the sponsorship from Friends Life, which became part of the Aviva group earlier this month.
CNP sponsors Tour of Britain British lifestyle nutrition experts First Milk, the parent company of CNP, have strengthened their association within cycling by becoming an Official Supplier to this year's Friends Life Tour of Britain. The sponsorship builds on CNP's relationship as the official nutrition supplier to British Cycling, and official supplier of sports performance and hydrations drinks to Team Sky. It provides the nutrition specialists with the opportunity to reach over one million cycling enthusiasts and supporters throughout the UK.
Friend's Life signs deal with Tour of Britain Hugh Roberts, chief executive of race organisers SweetSpot, added: “Friends Life are the perfect ‘fit’ and their plans for activating their involvement will no doubt prove to be groundbreaking, not just for the events themselves, but more importantly in our eyes, for the greater good of the sport.