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Sports endurance brand announces pivotal partnership in cycling

Maxifuel, the UK’s preferred endurance brand from sport nutrition experts Maxinutrition, has announced a new deal to become the official sports nutrition partner to the UK’s biggest cycling event: The Tour of Britain, which also includes The Halfords Tour Series and The Tour Rides.

The Hemel Hempstead-based company will provide amateur riders with individually-tailored nutritional support to complement their lifestyle, training and racing schedules as well as support professional participants and race enthusiasts through sampling opportunities at the various events.

The Tour of Britain, taking place from 9-16 September, is the country’s largest free-to-spectate live sporting event attracting over a million spectators to the roadside annually, while over 10,000 amateur cyclists take part in the mass participation Tour Rides based on Tour of Britain stage routes.

The Halfords Tour Series is a city centre cycling race series, taking place throughout May and June. It will see ten teams of five highly tuned professional cyclists engage in a daily one hour competition of intense, fast paced, attacking racing to become the overall champions of the series. Maxifuel supported Team UK Youth are one of the ten teams vying to be Series Champions in 2012.

Senior Sponsorship & PR Manager for Maxifuel (, Mark Morgan says “We are delighted to announce this pivotal partnership with The Tour of Britain and are relishing the opportunity to make a nutritional impact on such an exciting and vibrant series of cycling events. Following our recent sponsorship of the UK Youth Pro Cycling team this deal further exemplifies Maxifuel’s commitment to cycling.”

Commenting on the partnership, Tour of Britain Race Director Mick Bennett said, “I’d like to welcome Maxifuel to The Tour family of events, and we look forward to working together in what is a very important year for British sport. I am sure spectators and our Tour Ride participants will be looking forward to exploring Maxifuel’s range of products with the aim of helping them to improve their performance.”

Maxifuel is proud to support other events, teams and athletes such as Team UK Youth, British Triathlon Federation, GB & England Hockey, Badminton England and GB athletes including, Stuart Hayes (triathlon) Kate Dennison (pole vault), Chris Walker- Hebborn (swimming) and Andrew Steele (athletics).

For more information on Maxifuel and its sports nutrition range please visit

More information on the event series can be found at, and

by S. C.
26 april 2012, Food & Fun > Travel