Gusto Organic, the premium British adult soft drink brand, will be the official sponsor of soft drinks and energy drinks at The Tour events in 2018, including the OVO Energy Tour of Britain, the UK’s biggest professional cycle race.

The partnership offers Gusto an opportunity for brand awareness and brand activation across the UK and places the Gusto brand centre stage as the premium organic British alternative to big brand soda. Guests to VIP Hospitality at the OVO Energy Tour of Britain, Women’s Tour and Tour Series will all be able to enjoy the Gusto range as a part of their race day experience.

William Fugard, CEO at Gusto Organic Ltd, said: “We are hugely excited to be awarded sponsor of soft drinks and energy for the UK’s biggest series of bike races. It places the Gusto brand at the centre of British cycling and allows us a unique opportunity to introduce our premium, organic and Fairtrade drinks to consumers who are brand aware and care about ingredients, health and nutrition.” 

A proudly British brand, with drinks blended and bottled in Devon with spring water from Exmoor – a regular location for the Tour of Britain - Gusto drinks are adult focused soft drinks that use the finest organic ingredients to deliver exceptional flavours, including Gusto Organic Real Cola, Gusto Organic Ginger with Chipotle and Gusto Original Energy and Lemon Energy.

The partnership began with the opening round of the OVO Energy Tour Series in Worcestershire on Thursday (10 May). 

June will see the partnership activated at the OVO Energy Women’s Tour (13-17 June), part of the UCI Women’s WorldTour for the best female riders in the world, with ITV4 again screening highlights of the five-day event that will culminate in North Wales.

The OVO Energy Tour of Britain, 2-9 September, will see 120 of the world’s top professional cyclists racing in the UK’s National Tour across eight stages of action packed racing, with daily live coverage on ITV4 and Eurosport.