Sharp is to be the official electronics partner of The 2010 Tour of Britain, as well as The Halfords Tour Series and The Prostate Cancer Charity Tour Rides.
The deal for The 2010 Tour of Britain is nominally for a year, but there is an understanding between the two partners that it will be extended to three years.
The contract gives Sharp exclusivity as the electronics partner for the events.
Canon previously had a sponsorship deal with the Tour of Britain, though this was based solely on imaging products.
Sharp believes that pro-cycling has an environmental message which it hopes to tap into via the sponsorship.
The company’s links with pro-cycling began last year, when the Sharp4Prostate logo appeared on a team jersey.
Earlier this month, it was announced that in a two-phase marketing push, including a return to TV advertising after a five-year hiatus.
.jpg)
.jpg)