New Sponsor for Sweetspot Events


Hotel chain announced as an official partner of the Friends Life Tour of Britain, Friends Life Women’s Tour, Pearl Izumi Tour Series and the Friends Life Tour Ride sportive

RST Cycle  Clothing & Trigon Bikes

New Sponsor for Sweetspot Events

The partnership sees the coming together of the UK’s largest hotel chain and the UK’s biggest professional road cycling event. Premier Inn is proud to be a part of such a huge sporting event, and the partnership with the Tour of Britain will provide plenty of opportunities to connect with the cycling community even further, with more than one million people watching the event each year.

The partnership will also raise awareness of the 692 Premier Inn hotels in locations across the UK that have the added benefit for cyclists of being able to keep their bikes securely in their rooms overnight, which is bound to be very appealing to cycling enthusiasts.

With Premier Inn hotels located throughout the UK, and along the Tour of Britain route, cycling fans are never far from a hotel equipped with a fuelling breakfast to prepare for the cycle ahead and a comfortable bed with a choice of pillows and a warming bath, for a great night’s sleep after a long ride. Last year Premier Inn launched dedicated trails for cycling enthusiasts and Tour of Britain fans to enjoy, and can be found on the website at;

At the Friends Life Women’s Tour in June, Premier Inn will sponsor the Premier Inn Best British Rider Jersey, worn by the leading British rider in the world-class 96 rider field, while at September’s men’s Friends Life Tour of Britain Premier Inn will present a trophy to the Best British Rider overall, which in the 2014 edition was Sir Bradley Wiggins.

Premier Inn also has a host of exciting plans to activate the partnership across the summer, including driving awareness and funds for their charity partner Great Ormond Street Hospital Children’s Charity.

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