OMODA UK has been announced as an Official Automotive Partner of the Lloyds Tour of Britain, bringing together two organisations that share a commitment to innovation, endurance and inspiring more people to embrace active lifestyles.

The Lloyds Tour of Britain is the UK’s largest free-to-attend sporting spectacle, delivered under the banner of two races, one Tour of Britain. The Women’s race forms part of the prestigious UCI Women’s WorldTour, while the Men’s race is a UCI ProSeries event, with both attracting the world’s leading teams, riders and thousands of spectators.

The association has been developed to build a community around movement, well-being and exploration, celebrating the everyday journeys that support healthier living and inspire new adventures.

This collaborationreflects OMODA UK’s vision of modern mobility, combining advanced technology with the flexibility to support today’s active lifestyles. It reinforces the brand’s belief that personal transport should enable people to explore further and connect with the places and communities around them.

At the heart of the initiative is a shared emphasis on hard work, performance and the freedom to go further. Just as the Lloyds Tour of Britain celebrates the determination and resilience required to conquer every mile on the road, OMODA’s Super Hybrid System (SHS) has been engineered to deliver exceptional range, efficiency and confidence for everyday journeys. By drawing a parallel between the endurance of elite road racing and the demands of everyday driving, the campaign demonstrates how SHS technology empowers drivers to travel further and embrace every trip with the same spirit of adventure that defines cycling.

Throughout the season, OMODA UK will engage with fans and participants through a programme of activations across the Lloyds Tour of Britain. These will include interactive fan zones designed for families and cycling enthusiasts, opportunities for visitors to experience the latest OMODA models, alongside the exclusive OMODA VIP Race Car Experience, giving guests a unique perspective of the action from inside the race convoy.

As part of the partnership, OMODA UK will also become the official sponsor of the King of the Mountain and Queen of the Mountain classifications, recognising the riders who demonstrate exceptional climbing ability, endurance and determination throughout the Tour.

Beyond race weekends, OMODA UK will also extend the association through community-focused experiences, including organised rides ahead of selected events, creating further opportunities for OMODA UK to engage with local cycling communities and celebrate the shared enjoyment of being on two wheels.

Victor Zhang, Country Director of OMODA UK, said: “This partnership is about much more than supporting elite sport. OMODA is a lifestyle brand, and our collaboration with the Lloyds Tour of Britain reflects a shared belief that driving a car is about more than getting from A to B – it’s about exploration, well-being and creating meaningful experiences.

“We’re excited to play a role in bringing the Tour to communities across Britain while also allowing fans to experience the OMODA brand. Together, we hope to inspire more people to embrace active lifestyles and discover how our vehicles can support every journey, from the daily commute to weekend adventures.”

The partnership will be supported by a dedicated digital campaign, retailer activity and event presence throughout the Lloyds Tour of Britain, with further fan experiences and community initiatives to be announced throughout the season.