Popular malt loaf brand Soreen will be returning as partners to all of our events in 2015, starting off with this month’s Pearl Izumi Tour Series and also including the Aviva Women’s Tour, Aviva Tour Ride sportive and of course Britain’s biggest professional cycle race the Aviva Tour of Britain.

Manchester based malt loaf maker Soreen has announced it will be sponsoring the UK’s largest professional bike race, the Aviva Tour of Britain, for the seventh consecutive year. Soreen will have a presence across the race which is the biggest free sporting event to watch and will be broadcast live on ITV4.

The race, which is British Cycling’s premier road cycling event and the country’s highest ranked cycling event, takes place between 6 and 13 September, starting in North Wales and finishing in the heart of central London.

Before September Soreen will also sponsor the Aviva Women’s Tour, the UK’s only international women’s race between 17 and 21 June, and the unique Pearl Izumi Tour Series during May and June, which sees Britain’s fastest teams racing in town and city centres across England, Wales and Scotland.

Riders in October's Aviva Tour Ride sportive (Worcestershire, Sunday 4 October) can also look forward to finding Soreen products at all three feed stations on route.

The sponsorship is among a range of activity taking place this year to continue to drive sales of the malt loaf brand.

The sponsorship, which starts in May and runs through to September, will see the iconic heritage brand, Soreen, adorn the stages, branding and the winner’s podium. The malt loaf brand will also host a VIP breakfast area where riders and invited guests can refuel before the race. 

The malt loaf company is the only food brand sponsoring the event and is one of the longest running sponsors of the race. Soreen sales have risen by 58.1 per cent over the past three years as the brand has added new products to its core lines. The partnership is a natural synergy for Soreen which is the snack of choice for millions of cyclists across the country.

A spokesperson from Soreen said: “We are really pleased to be sponsoring the Aviva Tour of Britain again this year. Millions of cyclists eat our squidgy loaves bursting with energy before they go cycling, so what better way for cyclists to start the biggest race in the UK than with a slice of malt loaf”

A spokesperson from SweetSpot, organisers of the events said: “We are delighted to have Soreen once supporting not just the Aviva Tour of Britain again this year, but also now our other events, particularly the fast growing Aviva Women’s Tour. We know that cyclists love the brand and recognise the iconic yellow branding that lines the finishes each year. The Aviva Tour of Britain is this country’s highest ranked race and one of the most popular live sporting events on the calendar and we look forward to seeing everyone there this year” 

Entries to the Aviva Tour Ride, the official sportive of the Tour of Britain, are now open, costing just £26 with a choice of 40, 75 and 100-mile circular routes. To enter, click here.