Friend's Life partners with Tour of Britain 11/2014 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.


Friend's Life sponsors The Women's Tour 11/2014 The race, which will run from May 7-11, has been granted the highest possible ranking for a stage race by the UCI, cycling's governing body, ensuring a stellar cast. Olympic road race champion Marianne Vos will lock horns once again with Britain's Lizzie Armitstead, who she beat into second place in a memorable sprint finish on The Mall at London 2012.

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