BUSINESSES in Middlewich are being urged to get behind the borough’s stage of the Tour of Britain.


On September 6, stage three of the Tour of Britain – British cycling’s premier event – will come to east Cheshire for the first time.


Cheshire East Council is encouraging the business community to take every opportunity to take full advantage of the occasion.


Cllr David Brown, deputy leader of Cheshire East Council, said: “This really is a massive opportunity not to be missed – by both residents and businesses alike.


“Around 18 per cent of stage visitors stay overnight in the area and each stage boosts the local economy by £4.1 million, on average. This is great news for the whole borough.


“I would encourage entrepreneurs to contact us and see how they can get involved in putting their business right at the heart of this fantastic, historic event with one of our specially-tailored sponsorship packages.”


The 2016 Tour of Britain takes place between Sunday, September 4 and Sunday, September 11. It is the biggest free spectator sport and followed by millions around the world.


With two official hospitality areas, one at the start in Congleton and one at the finish in Tatton Park, Cheshire East Council has a range of sponsorship packages to help the community get close to the event.


Cllr Paul Bates, Cheshire East Council cabinet member for communities and health, said: “As a council we believe passionately in promoting healthy sports, such as cycling, as part of our goal of having residents live well and for longer.


“We hope that this event will inspire many others to take up cycling, whether for sport or leisure, and to visit and stay in our borough and boost our visitor economy – which we aim to increase from £800 million to more than £1 billion a year by 2017.


“Cycling is tremendously popular on our highways, byways and trails across our beautiful Borough and the Council has invested in developing and promoting cycle routes.”


Packages range from the ‘ultimate’ – full stage sponsorship, to an ‘affiliate’ package, offering opportunities for client hospitality.


Interested businesses should ring the Council’s business connector Kerry Hall on 07816 144 384, or email our team at TOB@cheshireeast.gov.uk