Alpecin is an official partner of the Tour of Britain

The caffeine shampoo becomes the latest international brand to partner the UK road race.

15 July 2016 George Dudley
SHARE THIS ARTICLE

German cosmetic brand Alpecin has become an official partner of the UK's biggest professional cycle race, the Tour of Britain.

Stage seven of the Tour, a 15-kilometre individual time trial in Bristol on 10th September, will see riders departing from an Alpecin branded start ramp. The stage will have additional Alpecin branding around the course. 

Alpecin will also offer VIP hospitality packages and experiential rights throughout the weeklong Tour of Britain. 

“We are pleased to welcome Alpecin as a partner of The Tour of Britain,” said Alastair Grant, commercial director for Tour of Britain. “We are thrilled that as an international brand they have identified the Tour of Britain as the perfect opportunity for them to reach their target audiences across the UK and internationally through the race's extensive global television broadcast. 

“We look forward to working closely with them across Britain's most prestigious cycle race”.

The caffeine shampoo is also the title sponsor of Germany's only International Cycling Union (UCI) World Tour team Giant Alpecin. 

Marcel Klöpping, an Alpecin spokesperson, added: “As an internationally active manufacturer of body care products, we can particularly enhance the global brand image of our Alpecin Caffeine Shampoo in the world of professional cycling.”

After a five-year hiatus, the Tour of Britain returned the roads of the UK in 2004. It began as a five-stage race before increasing to its current eight-stage format in 2008, which is able to attract UCI World Tour teams. 

The 2013 edition was won by UK cycling icon Sir Bradley Wiggins, then ridding for Team Sky. The 2012 Tour de France winner will be back for the 2016 race, as a team boss of his own eponymous pro-cycling team.  

German cosmetic brand Alpecin has become an official partner of the UK's biggest professional cycle race, the Tour of Britain.

Stage seven of the Tour, a 15-kilometre individual time trial in Bristol on 10th September, will see riders departing from an Alpecin branded start ramp. The stage will have additional Alpecin branding around the course. 

Alpecin will also offer VIP hospitality packages and experiential rights throughout the weeklong Tour of Britain. 

“We are pleased to welcome Alpecin as a partner of The Tour of Britain,” said Alastair Grant, commercial director for Tour of Britain. “We are thrilled that as an international brand they have identified the Tour of Britain as the perfect opportunity for them to reach their target audiences across the UK and internationally through the race's extensive global television broadcast. 

“We look forward to working closely with them across Britain's most prestigious cycle race”.

The caffeine shampoo is also the title sponsor of Germany's only International Cycling Union (UCI) World Tour team Giant Alpecin. 

Marcel Klöpping, an Alpecin spokesperson, added: “As an internationally active manufacturer of body care products, we can particularly enhance the global brand image of our Alpecin Caffeine Shampoo in the world of professional cycling.”

After a five-year hiatus, the Tour of Britain returned the roads of the UK in 2004. It began as a five-stage race before increasing to its current eight-stage format in 2008, which is able to attract UCI World Tour teams. 

The 2013 edition was won by UK cycling icon Sir Bradley Wiggins, then ridding for Team Sky. The 2012 Tour de France winner will be back for the 2016 race, as a team boss of his own eponymous pro-cycling team.