No sponsors for UCI women’s Tour of Britain

The U.K. will host the UCI Women’s Tour of Britain from May 7 to 11. Since the announcement of the race four months ago, it has failed to attract a single sponsor despite attracting the world’s fastest women on two wheels. Currently, local governments are funding the event with the hopes of getting a return from private sponsorships. The lack of sponsors has exposed what organizers are citing as a “glass ceiling.” Less than 1 per cent of sports sponsorship is allocated to women’s sport in the U.K., reports The Independent. This figure comes as a surprise given the cycling craze following the London Olympics. This latest happening highlights the continuation of an endemic issue surrounding women’s racing.

Another unexpected hurdle is the response from many major brands known for their support of gender equality in sport. They have simply turned down any new opportunities despite their policies. Many have simply said they are not interested or it was not an event for them.

Perhaps the lack of sponsorship reflects the nature of running an inaugural event. After all, the Women’s Tour will be the first of its kind in Britain. As such, it is already full with registrants from national and trade teams from around the world.