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T- Mobile to be an Official Sponsor of Tour of Britain

Highlights
  • T-Mobile continues its endorsement of sports sponsorship
  • Strong T-Mobile Cycling Team to compete in Tour of Britain, continuing its success in the Tour de France
  • Tour of Britain – September 1 - 5

London: 18th August 2004

T-Mobile today announces that it will be an official sponsor of the newly revived Tour of Britain cycle race (1st to 5th of September). “As sponsor of the world’s most successful cycling team and as a well known brand in the UK market it is a logical step for us to support British cycling through our involvement with the Tour of Britain“, says Sandy Munro, Marketing Director of T-Mobile UK. “General interest in cycling is increasing in the UK, as a leisure pursuit, but also as an environmental, health and fitness issue. We stand for a better world for you and believe there is a natural link with the benefits of cycling.”

As part of the three-year sponsorship agreement, T-Mobile will be the corporate mobile supplier to the Tour of Britain and will provide WiFi access in press rooms. T-Mobile will also sponsor the sprints competition; interval sprint points will be up for grabs at appointed T-Mobile HotSpots along the route. Specific areas of the route, such as the start line and the 1-kilometre-to-go banner, will also be decked out in T-Mobile corporate colours.

Michael Heal, Communications Director of the Tour of Britain said: “We are delighted to have a leading international brand like T-Mobile as sponsor of this event. The Tour of Britain will be one of the most prestigious sporting events that Britain will stage every year for the foreseeable future. It can count upon a huge residue of goodwill and support and, as a sporting spectacle that tours the country, it has the capacity to reach and influence huge numbers of people on their own doorstep.”

The race comprises of five stages, the first being in Greater Manchester and Lancashire, followed by stages in Yorkshire, the East Midlands, Newport and South east Wales and climaxing on Sunday 5 September on the streets of London, in Westminster.

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