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Drive Impact. Elevate Your Brand. Change Lives.

Each year, The Tour 21 brings together a team of amateur cyclists who take on the full Tour de France route, one week ahead of the pros—all to raise vital funds for Cure Leukaemia, the official UK charity partner of the Tour de France.

This is more than a cycling event. It’s a high-profile, emotionally-driven endurance challenge that blends elite performance, personal stories, international media exposure, and real-world impact.

Why Partner With The Tour 21?

🚴‍♂️ Unmatched Visibility

As the Official Charity Partner Tour de France in the UK, Cure Leukaemia and The Tour 21 offers brands access to a premium sporting audience. With national and international media coverage, extensive digital reach, and high-profile ambassadors, your brand will be aligned with world-class performance and global purpose.

🌍 Purpose-Driven Marketing

Partnering with The Tour 21 demonstrates your commitment to making a difference. Our riders don’t just complete a grueling 21-stage ride—they raise over £1 million annually to accelerate the fight against blood cancer. Your brand can be part of this transformational impact story.

🤝 Authentic Engagement

Engage your audiences, employees, and customers with powerful human stories, compelling content, and live event experiences – we’ll tailor a partnership that aligns with your goals.

The Tour 21 In Numbers:

Over 250,000 views of the official Tour 21 documentary series, “Riding for Survival’ co-produced and distributed with NBC Sports.

Over 5 million impressions of Tour 21 video content across social media platforms.

Over 450 Santini produced rider jerseys with sponsors branding have been worn by Tour 21 participants, images of which have been shared millions of times online, across social media and in broadcast/print media.

Over 200 riders ranging from the UK, the US, Canada, mainland Europe, South Africa and the Middle East have ensured a truly global feel, engagement and impact for the Tour 21.

10,000+ hours of watch time on the NBC Sports YouTube platform.

Partnership Opportunities

All Tour 21 sponsorship packages can be built and tailored exclusively to specific brand objectives, opportunities and budgets with a broad initial outline below.

*All packages will include a bespoke press release announcing the partnership, logo visibility on the official Tour 21 rider coach, brand visibility on the official Tour 21 website with click throughs, Tour 21 and sponsor logo lock-up for use throughout the duration of the partnership plus a framed and dedicated Tour 21 shirt.

Senior Event Sponsor

Full integration across all aspects of the Tour 21 event.

Prominent logo placement on rider kit, off-bike kit, training kit and crew kit.

Brand ‘ownership’ of the Tour 21 official rider coach with dedicated, exclusive space for logo, advertising strapline and/or supporting messages.

Leadership and resilience themed Q&A with former England player, Crystal Palace captain, leukaemia survivor and 7-time Tour 21 participant Geoff Thomas MBE

Complementary and/or discounted places in Tour 21 event.

2 x complimentary places in Cure Leukaemia’s London 2 Paris cycling fundraising event.

Associate Event Sponsor

Logo placement on rider kit and crew kit in a prominent location.

Exclusive branding on the off-bike cap used for all media activities whilst on event.

Presenting partner of Cure Leukaemia produced content used across social media platforms throughout the Tour 21.

Discounted places in Tour 21 event.

2 x complimentary places in Cure Leukaemia’s London 2 Paris cycling fundraising event.

Sleeve Sponsor

Logo placement on the sleeve of the rider jersey, off-bike jersey and crew jersey.

Dedicated and exclusive references as a Tour 21 event sponsor during the event.

Exclusive sponsorship of the first and last stages of the Tour 21 with dedicated graphics and content created for both.

Discounted places in Tour 21 and London 2 Paris events.

Back Pocket Sponsor

Logo placement in one of nine places on the back pocket area of the rider kit.

Dedicated references as an event sponsor in Tour 21 social media.

Sponsorship of 1 x stage of the Tour 21 event with dedicated graphic and content.

Discounted places in Tour 21 and London 2 Paris events.

Stage and Bus Sponsor

‘Own’ one of the 21 x stages of the Tour 21 event with your business brand prominent on dedicated graphics and content.

Align your business to a stage dedicated to a leukaemia patient, survivor or practitioner relevant to your business either in story or locale.

Your business logo shown on the official Tour 21 rider coach with interview content with Tour 21 participants held in front, ensuring your business is seen as part of the sponsor wall.

Discounted places for Cure Leukaemia’s London 2 Paris event.

Brands We Work With:

SPONSORSHIP OPPORTUNITIES

If you would like more information about partnership opportunities with The Tour 21, please complete the form below and one of the team will be in touch.