Last week The Tour of Britain unveiled Madison as the latest member of The Tour of Britain family. The UK’s largest cycle component and accessory distributor and custodian of market leading brands including Shimano, Giro and Colnago, becomes the official Cycle Industry Partner to the Race.
Over the next three years Madison will partner The Tour of Britain in several ways:
Providing Neutral Service to the race with Shimano,
Sponsoring the ‘Combativity’ award each day within the race
Launching consumer promotions via their website ultimatepursuits.co.uk and throughout the UK’s cycle shops.
The partnership will also see The Tour of Britain offering ‘official Tour of Britain dealer’ status to approved Madison customers, offering a new benchmark of quality for people attracted to the sport through their experience of the race.
Dominic Langan, Managing Director of Madison described their feelings about partnering The Tour of Britain:
“In the last two years we’ve seen The Tour of Britain reinstated on the calendar with an organisation that can be relied upon to deliver a sustainable and high profile race. Madison, is very excited about being the official Cycle Industry Partner for the race and its potential for attracting more people into cycling in the UK”
Madison is one of the largest European cycle component and accessory distributors it also runs the consumer website Ultimate Pursuits and involvement with The Tour of Britain parallels the respective growth of the two organisations. Hugh Roberts, Chief Executive of The Tour of Britain, described the relationship in the following terms:
“It is important for The Tour of Britain to retain close links with the cycle industry and the loyal band of cyclists whom it serves. By linking with Madison we can ensure that The Tour of Britain remains a key date in the hearts and minds of cyclists in the UK because only Madison can ensure that we’re visible in every quality bike business in Britain”
A full announcement of the route of The Tour of Britain will be made later in the spring. The Tour of Britain 2006 will take place from the 29th August to 3rd September