Friends Life is to sponsor the Tour of Britain cycle race.
The pensions and retirement specialist has become the first title sponsor of the Tour of Britain, as well as confirming continued sponsorship of The Women's Tour.
This sponsorship brings together the most prestigious British male and female professional road races under one banner. The package will include the Friends Life Yellow Jersey, which will be worn each day by the race leader.
The 2014 event starts on 7th September in Liverpool, before culminating in a time trial and Criterium in London on 14th September.
Jonny Clay, British Cycling director of cycle sport, said: "The success of the inaugural Women's Tour, added to the ever-improving Tour of Britain, demonstrates British cycle sport's growing strength in the world of major events. Both are hugely important to British Cycling's strategy to use elite cycling to inspire more people to get on their bikes."
Friends Life will also be supporting the Tour Ride, a mass-participation event to take place in October.
Andy Briggs, group chief executive of Friends Life, said: "The success of the inaugural Friends Life Women's Tour has fuelled our enthusiasm for elite road racing and the inspiration it brings to a wider cycling audience.
"This sponsorship also gives us the opportunity to demonstrate how the discipline of being a cycling professional is similar to being financially fit."
