AJ Bell partners Tour of Britain, Women’s Tour

Salford-based investment firm AJ Bell has been confirmed as the new title partner of the 2021 AJ Bell Tour of Britain and AJ Bell Women’s Tour, the UK’s biggest and most prestigious cycle races.

The AJ Bell Tour of Britain runs September 5 to 12 and the AJ Bell Women’s Tour runs October 4 to 9.

AJ Bell is one of the largest investment platforms in the UK with assets under administration of £70.4 billion and 368,000 customers.

This year’s AJ Bell Tour of Britain begins in Cornwall and includes a team time trial in Carmarthenshire (stage three), hill-top finish on the Great Orme, Llandudno (stage four) and a first-ever finish in Edinburgh (stage seven).

The 2021 champion will be crowned in Aberdeen on Sunday, September 12.

The AJ Bell Women’s Tour starts in Bicester, Oxfordshire and finishes six days later on the Suffolk coast in Felixstowe.

AJ Bell CEO Andy Bell said “Elite level sport can provide inspiration to all of us to get out, get active and stay healthy. 

“The past 18 months has shown us how important that is and we are delighted to be the title partner of the AJ Bell Tour of Britain and the AJ Bell Women’s Tour. 

“After a one-year hiatus, I’m sure fans and new supporters around the country will be looking forward to seeing the races pass through their hometowns and I hope it can motivate a new generation of weekend warrior cyclists.”

Hugh Roberts, chief executive of race organisers SweetSpot Group said; “I am delighted to welcome AJ Bell on board for the eagerly anticipated AJ Bell Tour of Britain and AJ Bell Women’s Tour. 

“It has been a most challenging two years since our most recent races so the positive support of AJ Bell is most welcome and continues the good news as we build up to both Tours with riders of the calibre of Mark Cavendish, Wout van Aert, Julian Alaphilppe and Lizzie Deignan and Annemiek van Vleuten racing in the respective events. 

“We are excited to be getting underway in Cornwall this weekend with the AJ Bell Tour of Britain and an exciting route taking us to Aberdeen across eight days of racing for the British fans at the roadside and watching at home via our ITV4 coverage.”