Revived Milk Race on the hunt for sponsors

Milk Race: Olympic cyclist Steven Burke and milk industry executive Sandy Wilkie
Milk Race: Olympic cyclist Steven Burke and milk industry executive Sandy Wilkie

The Milk Race, which is making a return this year after a 20-year hiatus, could become a multi-event race across the UK with different sponsors, according to a key executive behind the event.

The cycle race, once a staple of the sporting calendar, is making its comeback this year in Nottingham and is being sponsored by The Dairy Council and the Milk Marketing Forum.

In its original incarnation, The Milk Race was sponsored by the Milk Marketing Board for 35 years, until the board was disbanded, prompting the ending of the event in 1993.

Now, executives in the milk industry believe the return of the event is set to make a big splash with cycling fans, while also offering a major opportunity for brands to align themselves with the event.

Sandy Wilkie, chairman of The Dairy Council and Milk Marketing Forum, said: "We have a number of major companies interested in sponsorship. I see this as a rebirth of a major city-centre cycle race.

"The Milk Race is undoubtedly the most well-remembered and most well-regarded cycling event that there has ever been in this country."

Wilkie, who is also sales and marketing director at Robert Wiseman Dairies, pointed to the current popularity of cycling, in light of the success of Bradley Wiggins and other athletes, as a key reason why the event is likely to be a success.

Race organisers are now talking to "three city councils" about hosting future races, but would not disclose which cities they were.

Wilkie stressed that The Milk Race name would not be impacted by bringing on board new sponsors, who would not be offered naming rights.

Kindred, the marketing and communications company, is helping relaunch the event.

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer