Tour of Britain signs up logistics firm Yodel as sprint jersey sponsor

The Tour of Britain has announced a major new sponsorship deal with logistics firm Yodel, under which the company will sponsor the Yodel Sprints jersey and become official logistics partner to the race.

The company, previously known as Home Delivery Network and which acquired DHL’s domestic parcels business last year, will also undertake a similar role as logistics partner to the Halfords Tour Series.

Hugh Roberts, Chief Executive of Tour of Britain organiser SweeSpot, said: “This is excellent news for The Tour of Britain and we look forward to Yodel becoming synonymous with the Sprints Jersey at this year’s event. I’m sure that cycling fans will be drawn to each of the Yodel Sprints during The Tour to witness the action first hand.

“Yodel saw the benefits of being involved with a world-class sporting event during The Tour of Britain in 2010, so I’m pleased that we could secure an increased involvement. It is very encouraging for us as an organisation to have secured another top tier partner ahead of this year’s Tour, and bodes well for what will be another highly successful year for The Tour of Britain.”

Jonathan Smith, Yodel’s Chief Executive, added: "Yodel and The Tour of Britain are the perfect match, with both parties being all about speed and team work, absolute relevance at both a national and local level, and having an all-important green focus. Delivering The Tour of Britain is a huge logistical feat, and we are proud to playing be our part in that this year.

He continued, "Yodel is very excited about this partnership with Britain's biggest bicycle race. As a young brand it will give us the perfect opportunity to make Yodel more widely recognised with both businesses across the country as well as our customers at home. We are sure that many of them will flock to the Yodel Sprints, where some of the most exciting action in The Tour of Britain will unfold."

The points jersey at the Tour of Britain is sponsored by The Prostate Cancer Charity, while the race leader’s jersey, previously sponsored by Bikeability, and the King of The Mountains jersey.

The new design for the sprints jersey, which is promised to be “eye catching,” – Yodel’s corporate livery is a red logo on a green background, which perhaps may give a clue – will be revealed at next month’s launch of the 2011 edition of the race in London.

This year’s race starts in Scotland on 11 September, finishing a week later in London.