Ovo Energy has become the title sponsor of cycling's Tour of Britain and Women's Tour.
The independent energy supplier has agreed a deal with SweetSpot, the promoter of the two multi-stage road races that will also see the leader's jersey in each event turn green. Ovo will also be a sponsor of the 2017 edition of the Tour Ride, which gives amateur cyclists the chance to follow a course inspired by the Women's Tour route.
No financial terms were released.
Ovo Energy managing director Chris Hughton said: "We believe in providing fairness for everyone, championing renewable approaches to energy, and using smart technology to make life simpler and better for all. Cycling is an intrinsically sustainable and innovation-led sport - with cyclists themselves generating millions of watts of power each day across Britain and adopting cutting-edge technology to manage and measure performance.
“Our partnership with the tours began last year in Bristol and we’re thrilled to have expanded our involvement to become the title sponsor of the Women’s Tour and Tour of Britain, helping to enable a “free-to-view” sporting event to be brought to more fans across the country.”
Hugh Roberts, the chief executive of SweetSpot, added: "“We are delighted to be at the start of what we anticipate to be a long and exciting partnership with OVO Energy. The Women's Tour and The Tour of Britain are leading events within the world calendar and the partnership with OVO Energy will enable these events to continue to grow, engaging more fans and communities."
The 2017 Women's Tour runs from 7th to 11th June, with the Tour of Britain to follow from 3rd to 10th September. The Tour Ride takes place on 18th June.