Maxifuel has become the official sports nutrition partner of the Tour of Britain cycling race.
The deal, which includes sponsorship of The Halfords Tour Series and The Tour Rides, will see the Maxinutrition-owned endurance brand provide supplements and bespoke support to amateur riders in the tour. There will also be opportunities for professionals and cycling fans to sample Maxifuel products at events during the Tour of Britain, which runs from 9th to 16th September, as well as at the other events.
Mark Morgan, the senior sponsorship and PR manager at Maxifuel, said: "We are delighted to announce this pivotal partnership with The Tour of Britain and are relishing the opportunity to make a nutritional impact on such an exciting and vibrant series of cycling events. Following our recent sponsorship of the UK Youth Pro Cycling team this deal further exemplifies Maxifuel's commitment to cycling."
Tour of Britain race director Mick Bennett added: "I’d like to welcome Maxifuel to The Tour family of events, and we look forward to working together in what is a very important year for British sport. I am sure spectators and our Tour Ride participants will be looking forward to exploring Maxifuel’s range of products with the aim of helping them to improve their performance."
Tour of Britain – Maxifuel