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Cycling Weekly

Sport

Adam Becket

British Cycling to 'supercharge' Tours of Britain with new IMG deal

IMG British Cycling Tours BC Jon Dutton

Matevz Govekar wins stage six of the Tour of Britain.

British Cycling has signed a deal with global media rights and events company IMG to "supercharge their ambition" with the men's and women's Tours of Britain, its CEO said on Thursday.

The deal, also announced on Thursday, will see British Cycling Events work with IMG for the next six years, providing "industry-leading expertise in production, media rights distribution, commercial partnerships, digital marketing and advisory services for the Lloyd’s Bank Tour of Britain events".

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