OMODA joins Lloyds Tour of Britain as automotive partner

OMODA has been announced as Official Automotive Partner of the Lloyds Tour of Britain Women and Men, organised by British Cycling Ventures, the event delivery arm of British Cycling, giving the newer-entrant automotive brand visibility across two of the UK's largest free-to-attend cycling races as it works to build recognition in the market. The women's race runs 19-23 August 2026 as part of the UCI Women's WorldTour, and the men's race follows on 2-6 September as part of the UCI ProSeries. Terms were not disclosed. The agreement follows a signing ceremony between OMODA and British Cycling Ventures representatives ahead of this year's races.  

OMODA is a UK automotive brand within the OMODA & JAECOO portfolio of Chery Holding Group, entering the UK market with its OMODA 5 crossover model. The combined OMODA & JAECOO business has recorded 400,000 cumulative vehicle sales internationally, while parent Chery Holding Group ranked 385th in the 2024 Fortune Global 500 with reported annual revenue of $39.1 billion.

British Cycling is the national governing body for cycling in Great Britain, overseeing participation from grassroots level to elite performance and representing a network of around 2,000 affiliated clubs. Financial terms of the sponsorship were not disclosed, and the events are organised commercially through British Cycling Ventures under title sponsor Lloyds Banking Group.

The partnership adds OMODA to a growing portfolio of commercial partners around the UK's largest free-to-attend cycling events, following a similar deal earlier this year with cycle retailer Tredz.

For OMODA, the tie-up delivers race-day visibility through VIP in-race car experiences, King and Queen of the Mountain sponsorship, and supply of the official vehicle fleet used by race directors, extending a brand still establishing itself in the UK since its OMODA 5 launch.

For British Cycling Ventures, the deal adds another commercial partner alongside title sponsor Lloyds Banking Group, reinforcing a funding model that increasingly blends banking, retail and now automotive sponsorship around the men's and women's races.

The agreement reflects a broader trend of automotive brands using cycling events, rather than motorsport, to reach lifestyle-oriented audiences, positioning vehicle brands alongside community and wellbeing messaging instead of performance-led sponsorship. Whether OMODA converts this exposure into UK sales growth will be a marker for how far newer entrant automotive brands can lean on grassroots sport sponsorship rather than traditional advertising.

Source: endurance.biz