Following on from their partnership in 2010, Sharp will also continue as Official Electronics Partner to The Tour of Britain, the UK's biggest professional cycle race and largest free-to-spectate sporting event, and The Halfords Tour Series.
Paul Hide, Sharp managing director, commented, "The last 18 months have seen us establish our position in UK pro-cycling, and we are now looking to build on that. As the premier UK pro event, The Tour of Britain is the perfect platform for us, and we'll be looking to bring our technological expertise to the race this year, providing insights that can deepen the fans' enjoyment and engagement."
As a part of the deal Sharp will showcase their technological excellence to a wide audience across the UK by supplying The Tour of Britain and The Halfords Tour Series with award Quattron TVs and multifunction printers, in return for branding and other commercial rights across both events.
"The news that Sharp have committed to an extension of their deal with us is excellent news and is the latest of several major sponsorship announcements that we are very pleased to be making," said SweetSpot Group commercial manager Alastair Grant.
(Jim Evans)
