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Aviva becomes title sponsor of the Tour of Britain

Aviva, the UK’s largest insurer, has announced it is taking on the title sponsorship of the most prestigious male and female professional cycling road races in Britain.

The races will be renamed the Aviva Tour of Britain and the Aviva Women’s Tour as Aviva takes on the sponsorship from Friends Life, which became part of the Aviva group earlier this month.

At the launch event in Piccadilly Circus, the new Yellow Jerseys for both races were unveiled. Among the guests there to mark Aviva’s new sponsorship were Olympic champions Dani King and Chris Boardman and Chief Executive of race organisers Sweetspot, Hugh Roberts.

Aviva already has a long history of supporting a variety of different sports and currently has sponsorship deals in place with Premiership Rugby, Norwich City Football Club and the Aviva Stadium in Ireland.

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