Cheltenham Festival of Cycling's first sponsor takes on the leader’s jersey

Published on 5th July 2017

Wheel from a bicycle

Following the launch of the town’s first ever Festival of Cycling, festival organisers are delighted to announce the signing of the first sponsor.

Cotswold Transport Planning is highly appropriate as the first company to add their support and commitment to making this a memorable day, both as the end of the seventh stage of the Tour of Britain and for marking the start of a new era of cycling in the town and review of sustainable transport options.

Based in Cheltenham and with regional offices in Bristol, Cotswold Transport Planning is a niche highways and transport planning consultancy focused on transport and development planning, traffic engineering, highway design and road safety auditing. So for them, cycling goes with the territory…

Adam Padmore, managing director of Cotswold Transport Planning, says: “The Festival is a fantastic opportunity for Cheltenham and we couldn’t wait to be involved. As local residents ourselves, Cheltenham’s festivals are of great importance to us and to have such an internationally renowned event finishing in the town is very special. As a business, promoting safe and sustainable travel is at the heart of what we do, and we will be working alongside Cheltenham Borough Council to maximise the event itself, but also to look at the legacy that we can generate from it, using our expertise to encourage more people to use cycling as an alternative method of transportation.”

Councillor Rowena Hay, cabinet member for finance at Cheltenham Borough Council says: “We are delighted that Cotswold Transport Planning has agreed to sponsor the Cheltenham Festival of Cycling.  The festival creates a real opportunity to encourage people to get on their bikes and explore the area and we are keen to ensure that this isn’t a one off event for the town.  We are putting plans in place to address the walking and cycling strategy for Cheltenham and by having a partner such as Cotswold Transport Planning involved means we will be able to gain valuable insight into different ways to address and overcome any potential barriers.”

The Cheltenham Festival of Cycling featuring the OVO Energy Tour of Britain Stage Seven takes place on Saturday 9 September. There are a number of activities and events happening throughout the day, with a dedicated KidsZone at Pittville Park, a Street Fair on the Promenade and then the Race Village and finish line at Imperial Gardens.

Tracey Crews, director responsible for the cycling festival at Cheltenham Borough Council says: “Sponsors are critical to helping make the Cheltenham Festival of Cycling a success this year, and we hope make this a permanent part of the Cheltenham festival calendar.  Sponsoring provides a great opportunity for you to engage in a whole town event, have fun with your employees and promote the opportunities for walking and cycling.  We would love to hear from you to talk through the opportunities”.

More information on sponsorship opportunities and corporate hospitality can be found on the Cheltenham Festival of Cycling sponsors page.


For more information including photo opportunities, please contact Kelly Ramsay, Account Director, apt marketing & pr on 01242 250692 or email