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Race is on to win sponsorship opportunities at Cheltenham stage of the Tour of Britain

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Written by: The Business | Posted 19 May 2017 8:18

Race is on to win sponsorship opportunities at Cheltenham stage of the Tour of Britain

If you’ve got a spare £75,000 you could name the Tour of Britain in Cheltenham after your business.

Or anything else you fancy.

More accurately you could put your name on the Festival of Cycling that the borough council is planning around the finish of stage seven of the race which will be held in the town this September.

That figure, or if you’re feeling really flush £65,000 per year for three years would get you naming rights for the festival and the ability to have your branding on the stage’s website, on Tour vehicles, to have your company name mentioned in TV commentary of the race and a host of other marketing and publicity opportunities.

 
The Tour of Britain passes through Cheltenham with the riders going down Copt Elm Road
The Tour of Britain passes through Cheltenham with the riders going down Copt Elm Road

A full range of sponsorship packages has been developed by Cheltenham Borough Council which has brought the seventh, and penultimate stage. of the 2017 OVO Energy Tour of Britain to the town.

Project sponsor, and director of planning at the Municipal Offices, Tracey Crews said: “To make the very best of this world-class event, we have a comprehensive package of business partnership opportunities available and we’re looking for commercial partners to help bring our vision to life.

“Whether you’re an avid Tour of Britain or road cycling fan, spend every weekend on your bike, or simply want to get involved in supporting the town, we have the chance to work together. There are packages to suit every budget, and our partners will have access to a number of exclusive benefits, including finish line viewing seats.

“This is a thrilling and high profile event for Cheltenham that will have an international reach, attracting large numbers of visitors to our town.”

There are four levels of sponsorship, all given names resonant of cycle racing.

The highest level at £75,000 is called Peloton with Slipstream at £50,000, Chaser at £35,000 and Freewheel at £20,000.

 
Stage winner at the Bath stage last year
If you cough up enough your company's logo could be on the podoim behind the stage winner and race leaders

As well as branding and advertising, all four packages give sponsors the ability to host guests at the finish line and employees along the route of the course in exclusive areas, and to meet celebrity guests.

A full breakdown of what’s available for what cost can be found at the council’s special new website www.cheltenhamcyclingfestival.org.uk .

There are other corporate hospitality deals and traders will be able to put market stalls , for a price, of course, at the street party by the Town Hall and near the finish line in Imperial Square Gardens and also in the Kid Zone and Demonstration Area in Pittville Park.

As host of a stage of the Tour of Britain Cheltenham Borough Council gets the opportunity to host other cycling events put on by organisers Sweetspot – including The Women's Tour and The Tour Series of one-day races.

The council says that sponsors for this year’s race would get preferential rates if they’d want to sponsor future festival events, including the Women’s Tour in Summer 2018.

 
Spectators at the stage finish in Bath last year
Spectators at the stage finish in Bath last year

To encourage sponsors, the council says coverage of this September’s race will be seen by 8.2 million viewers worldwide in 120 countries on ITV and Eurosport, will see 25,000 residents and an additional 50,000 visitors packing Cheltenham for the end of the stage with 4.3 million viewers clicking on the Tour of Britain website. 

Here’s some suggestions for what you might use your £75,000

Want to impress your partner with a really good proposal? (Anything to avoid the response ‘Is that it?’) How about splurging £75k on the Cheltenham (Insert Name) Will You Marry Me? Festival of Cycling? Maybe you can ask Mark Cavendish to deliver the ring to your intended at the line? 'Yes' is almost guaranteed.

Everyone needs more social media followers right? The @Yourname Cheltenham Festival of Cycling will definitely get people looking at your timeline. If only out of curiosity.

You’ve written your novel, but you know what agents and publishers are like. You’re thinking of going down the self-publishing route but how to get people to go for your book about sexy vampires rather than the million others?

A mere £75k will get branding for 'Sexy Vampires Vol 1’ by You on the winner’s podium on national telly. It could be the next 50 Shades-style publishing sensation

 
Imagine your name, or message on banners THIS BIG
Imagine your name, or message on banners THIS BIG

Send a message: Sponsors get to put up pennants and banners around town and along the route for a month before the race. Those pennants don’t have to say the same thing surely. How satisfying would it be to have a series of banners along say Evesham Road, for a month, spelling out: Dear. Boss. Shove. Your. Lousy. Job. Where. The. Sun. Doesn’t. Shine. Signed. You.

(A expensive resignation letter. But hey, you’re worth it.)

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