US cyber security software developer Cylance has agreed a deal to sponsor the Tour of Britain and Women’s Tour cycling events.
Under the agreement, Cylance will receive branding and digital rights across this year’s editions of both events, as well as VIP hospitality packages at all stages of the races.
Cylance has an existing presence within professional cycling and title sponsors women’s team Cylance Pro Cycling.
Alastair Grant, commercial director for race organisers SweetSpot Group, said: “That an international brand such as Cylance has chosen the Tour of Britain and the Women's Tour shows the importance of both races and their global reach for our partners.”
This year’s Women’s Tour will take place from June 7-11, while the men’s Tour of Britain will run from September 3-10.