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

AJ Bell is one of the UK’s leading online investment platforms, helping people invest for the long term via ISAs, pensions and general investment accounts.  It has a rich history of supporting elite level sport including badminton, cricket, rugby, squash and triathlon.

The exciting new partnership will see AJ Bell become the title partner of the upcoming AJ Bell Tour of Britain (5 – 12 September) and AJ Bell Women’s Tour (4 – 9 October).

Andy Bell, chief executive at AJ Bell, comments: “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 cyclists.”

The AJ Bell Tour of Britain will be the first Union Cycliste Internationale (UCI) event to take place in Britain since the World Road race championships in September 2019 and marks the return of the race after a year’s absence due to the pandemic.   October will see the return of the AJ Bell Women’s Tour, the UK’s only round of the UCI Women’s WorldTour in 2021, almost 30 months on from the last edition in June 2019, won by Britain’s Lizzie Deignan.

Commenting on the partnership, 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.”

This year’s AJ Bell Tour of Britain begins in Cornwall on Sunday 5 September 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 12 September.

The AJ Bell Women’s Tour will take place less than a month later, getting underway from Bicester in Oxfordshire on Monday 4 October and finishing six days later on the Suffolk coast in Felixstowe on Saturday 9 October.