Tour de Yorkshire’s ITV4 coverage signs sponsor deal with Hitachi Personal Finance

The ITV4 three-day coverage of the Tour de Yorkshire, which begins on Friday 1 May in Bridlington, will be sponsored by Hitachi Personal Finance.

ITV4 will broadcast the sporting event from 2:30pm Friday 1 May, with nightly highlights.

Starting with a 174km stage to Scarborough, the Tour’s first leg will take the cyclists all the way through the North Yorkshire Moors, passing the Dalby Forest, Whitby and Robin Hood’s Bay.

As part of the deal, brokered by Mediacom Leeds, Hitachi Personal Finance will get a 15-second opening credit, 10-second break bumpers and a 5-second closing credit across ITV4.

Hosting the coverage will be presenter Gary Imlach and cycling legend Chris Boardman, with Ned Boulting and former professional road cyclist David Millar in the commentary box.

Theresa Lindsay, head of marketing at Hitachi Personal Finance, said: “As a Yorkshire based business we’re proud to play our part in promoting the Tour de Yorkshire. This is the first time we have used TV as a platform to reach our audience and I’m confident that this will broaden our brand reach.”

The second stage of the race, which is the same distance as the first, begins at Selby Abbey, going via Beverley and the Wolds and finishes in York on Saturday. Finally, the race concludes with a 167km stage from Wakefield to Leeds, running through the Yorkshire Dales and finishing in Roundhay Park.

Looking to promote your product/service to SME businesses in your region? Find out how Bdaily can help →