German caffeine shampoo brand Alpecin has signed on as an official partner of this year's Tour of Britain cycling event.
Under the agreement, the Alpecin brand will receive worldwide exposure through television coverage of the event, which takes place from September 4-11.
The company will receive VIP hospitality packages and experiential rights to the event, and will also take on naming rights to the Stage Seven individual time trial in Bristol on September 10. Alpecin will benefit from additional branding during the Tour’s penultimate race day.
“As an internationally active manufacturer of body care products, we can particularly enhance the global brand image of our Alpecin caffeine shampoo in the world of professional cycling,” Alpecin spokesperson Marcel Klöpping said.
Alpecin has an existing presence within the world of cycling and serves as a title sponsor of German UCI WorldTour team Giant-Alpecin.
Alpecin joins High5, Vittoria, Vitus, Brother, Strava, Matrix and Foxhills as official partners of this year’s Tour of Britain.