With just one month to go until the race, scheduled to start on Sept. 11, the organizers of the Tour of Britain have announced that opportunities are still available for title and jersey sponsorships “due to a late change.” The event’s chairman, Hugh Roberts, explained that they “recently had a prospective title sponsor for this year’s race withdraw.” Roberts added that the event would go ahead anyway without that title sponsorship. In addition to digital, experiential, hospitality and marketing opportunities across the eight days of the race, advertising opportunities are also available around the 50 hours of Tour of Britain coverage on ITV4. Brands or agencies wishing to discuss these opportunities can contact the race’s commercial director, Miles Rose. The 2022 Tour of Britain will start in Aberdeen city center and finish on the Isle of Wight. According to research by Frontline, a roadside crowd of more than one million spectators watched the 2021 race, resulting in £29.96 million (€35.54 million) of net economic benefit for the British economy, the organizers said.

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