The only official sponsor that's been announced this year for Tour de Yorkshire so far is Yorkshire Bank. When I first read this on their website here, I thought it was a bit of a vague, unrelated sponsor. I was expecting something like a sports brand, or a healthy eating brand. When I read further into it here, I learnt that in December 2014 they launched the Yorkshire Bank Bike Libraries initiative. The aim was to get more people on Yorkshire active and cycling, so the library offers bikes that people can borrow for free. Yorkshire Bank's passion for cycling makes them a really good sponsor for Tour de Yorkshire. The bank name also feels more like so it brings that sense of community. I haven't seen Yorkshire Bank on any of the event's logos, and it's not on the event's official cycling jersey so the bank doesn't have naming rights. It wasn't immediately obvious who the event's sponsor was - it took some searching through the website to find it, so it doesn't seem that the bank has much influence or presence on the event as of yet.
I think Yorkshire Bank being a sponsor says that the demographic of people attending Tour de Yorkshire is generally adults. A child won't think twice about a bank sponsoring an event, but if an adult who has an account with Yorkshire Bank sees that they're sponsoring an event, they're more likely to take an interest. It's crossed my mind that if you can trust a bank with all of your money, you can probably trust them to sponsor an event that'll be worth your time. I think this particular sponsor suits both the event and the demographic of who's attending the event.
There's no more information on who's sponsoring this event this year, but previous sponsors have included ASDA, P&O Ferries, and JCT600. I will update as soon as more sponsors for the event are announced.
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