The Tour 21 - Partnership Opportunities
Become an Event Partner
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 gruelling 21-stage ride, they raise vital funds 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
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.
Tailored To You
We understand that every partnership is unique, which is why our sponsorship packages are fully customisable to align with your organisation’s specific goals and values. Whether you are looking to enhance brand visibility, engage your employees, or demonstrate a commitment to making an impact, we are keen to discuss how your brand can make a lasting impact with The Tour 21.
Become An Event Partner
For more information on how your organisation can get involved please contact Alex Smith – our Head of Sponsorship, and we’d love to discuss more with you about how your organisation can make a difference.
