Premier Inn is the official partner of the Tour of Britain’s Women’s tour, Men’s pro, Pearl Izumi and the Tour Ride races. The partnership sees the coming together of the UK’s most loved hotel chain and the UK’s biggest professional bicycle race.
Premier Inn is proud to be a part of such a huge sporting event with the opportunity to reach a new audience and raise awareness of its 692 cycle friendly hotels, in superb locations across the country appealing to cycle enthusiasts.
Exposure to a wider audience
The partnership between both the Tour of Britain and Premier Inn is set to expose both brands to a wider audience – with more than one million people watching the event each year and over 500,000 guests visiting the Premier Inn website each week all coming together for a great event.
With Premier Inn hotels located throughout the UK, and along the Tour of Britain, cycling enthusiasts 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.
Premier Inn 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.
Last year Premier Inn launched dedicated trails for cycling enthusiasts and Tour of Britain fans to enjoy, and these can be found on the website here