The Women’s Tour will have a new sponsor when it passes through the county later this year.
Insurance group Aviva is taking on the title sponsorship of the Tour of Britain and the Women’s Tour after previous sponsors Friends Life became part of the Aviva group earlier this month.
The county will once again host a stage of the Women’s Tour when on Friday, June 19, the race returns to Oundle, scene of last year’s opening stage, before racing through Northamptonshire to the finish in Kettering.
At the launch event of Aviva’s sponsorship in Piccadilly Circus, the new Yellow Jerseys for both races were unveiled.
Among the guests there to mark Aviva’s new sponsorship were Olympic champions Dani King and Chris Boardman and chief executive of race organisers Sweetspot, Hugh Roberts.
Aviva has a long history of supporting a variety of different sports and currently has sponsorship deals in place with Premiership Rugby, Norwich City Football Club and the Aviva Stadium in Ireland.
Olympic gold medal winner in the 3km Team Pursuit at London 2012 Dani King said: “Taking part in the first ever Women’s Tour last year was incredible.
“To see so many people out on the streets to support the riders was a real buzz and I think this year’s race is going to be even better.
“To have Aviva on board as title sponsor, with their history of sport sponsorship, can only be a good thing for cycling.”
Gold medal winner at the 1992 Olympics Chris Boardman said: “Last year I did a lot of work around both these races, but particularly the Tour of Britain.
“The race helped to elevate cycling to a whole new level, and a large part of that has to go down to the sponsors.
“The introduction of a household name like Aviva as title sponsor gives the event a further boost.
“I was at the final stage of the Tour of Britain last year when it was a circuit around central London and the atmosphere was incredible.
“I have a feeling it’s going to be even better this year.”