Tour of Britain organisers SweetSpot have revealed that there will be more live TV coverage than ever before of this September’s race, the tenth edition since the event was revived in 2004.
The news comes the day after British Cycling, which owns the event, announced that it had awarded SweetSpot the contract to organise the race for a further five years until 2018.
Besides ITV4 showing live coverage of the race – full details will be confirmed ahead of the Tour of Britain starting in Peebles on 15 September – the channel will also be continuing to produce its hour-long highlights package each evening, and highlights will also be shown on British Eurosport.
SweetSpot’s chief executive, Hugh Roberts, said: "We are delighted to once again be able to confirm live television coverage for The Tour of Britain.
"The increased coverage in 2013 will ensure that spectators now have a choice of ways to watch The Tour, showcasing our venues, stakeholders and partners to a greater audience than ever before."
Niall Sloane, director of sport at ITV, commented: "Following our extremely popular coverage of this year's Tour de France, we're delighted to bring ITV4 viewers live coverage and highlights of this country's major cycling event with all the key action from The Tour of Britain."
British Eurosport’s managing director, David Kerr, added: "We are very pleased to have the opportunity to show every stage of The Tour of Britain live.
“The event continues to grow in stature and there is the promise of another top class field this year.
"The Tour of Britain is one of over 30 cycling events we will show live this year, including all three Grand Tours and confirms our position as the Home of Cycling."
Born in Scotland, Simon moved to London aged seven and now lives in the Oxfordshire Cotswolds with his miniature schnauzer, Elodie. He fell in love with cycling one Saturday morning in 1994 while living in Italy when Milan-San Remo went past his front door. A daily cycle commuter in London back before riding to work started to boom, he's been news editor at road.cc since 2009. Handily for work, he speaks French and Italian. He doesn't get to ride his Colnago as often as he'd like, and freely admits he's much more adept at cooking than fettling with bikes.