Aviva, the UK’s largest insurer, has announced it is taking on the title sponsorship of the most prestigious female professional cycling road race in Britain.

The race will be renamed the Aviva Women’s Tour as Aviva takes on the sponsorship from Friends Life, which became part of the Aviva group earlier this month.

At the launch event in Piccadilly Circus, the new Yellow Jersey was unveiled. Among the guests there to mark Aviva’s new sponsorship were Olympic champions Dani King and Chris Boardman..

Dani King, Olympic gold medal winner in the 3km Team Pursuit at London 2012, said:

“Taking part in the first ever Women’s Tour last year was incredible. To see so many people out on the streets to support the riders was a real buzz and I think this year’s race is going to be even better. To have Aviva on board as title sponsor, with their history of sport sponsorship, can only be a good thing for cycling.”

The sponsorship deal not only takes in the Aviva Women’s Tour and the Aviva Tour of Britain, but also the Aviva London Cycle, which takes place on same day as the final stage of the Aviva Tour of Britain, and the Aviva Tour Ride, a sportive in Worcestershire in October.

Chris Boardman, gold medal winner at the 1992 Olympics, said:

“Last year I did a lot of work around both these races, but particularly the Tour of Britain. The race helped to elevate cycling to a whole new level, and a large part of that has to go down to the sponsors.”

Hugh Roberts, Chief Executive of Sweetspot, the race organisers, said:

“Having a title sponsor last year helped us to take both events to a new level, reaching more communities and spectators than ever before. Now we have Aviva on board and I think we’re going to see something really special.”

“For the Women’s Tour, last year’s race was the first one, but already it is being held up as an example to cycling organisations around the world of how a female cycling event can be a success. Making it the Aviva Women’s Tour will only enhance that and we are looking forward to an even bigger and better event this June”