UK commercial broadcaster ITV has acquired rights for this month’s Tour of Britain cycling event, which will be shown on digital channel ITV4.
The channel will broadcast all eight stages of the event, and more than 24 hours of live action, on an exclusive basis. The coverage will also be streamed online through the ITV website.
ITV struck the deal with SweetSpot Group, the promoter of the Tour of Britain.
“Following our hugely popular coverage of the Tour de France as well as the Vuelta a España, we’re delighted to be able to bring ITV4 viewers a third major cycling event this year with all the key action from the Tour of Britain,” ITV director of sport Niall Sloane said.
Century TV will produce the Tour of Britain coverage, continuing in a role that the production company has fulfilled for the event for the past five years.
The 2012 Tour of Britain gets underway this Sunday, September 9.