Aviva splashes out on Tour of Britain sponsorship

The Tour of Britain cycle Race 2010 goes through Mousehold in Norwich.

The Tour of Britain cycle Race 2010 goes through Mousehold in Norwich. - Credit: Archant

Aviva has thrown its financial firepower behind the nation's leading cycling race, the Tour of Britain.

The Norwich-based insurer has been revealed as the title sponsor of both the male and female professional cycling road races. They will be renamed the Aviva Tour of Britain and the Aviva Women's Tour as it takes on the sponsorship from Friends Life, which became part of the Aviva group earlier this month.

The move adds to the company's preexisting sports sponsorship deals, which include Premiership Rugby, Norwich City Football Club and the Aviva Stadium in Ireland.

Heather Smith, UK marketing director at Aviva, said: 'It's great that the Tour of Britain will pass through the heart of Norwich, where Aviva has such a rich history. We are very pleased to be sponsoring the event and to be involved in bringing some of the world's best cyclists to this region.'

Chris Boardman, gold medal winner at the 1992 Olympics, said: 'Stage seven of the Aviva Tour of Britain will be pretty special. East Anglia is a fantastic place for cycling with its beautiful countryside, but it will also provide some good urban racing when it hits Norwich. Last year the crowds were great everywhere but the atmosphere in the cities along the route was electric and I'd expect nothing less this time round.'