Powerbar and UKCE Agree Partnership


Posted Friday 24th October 2014 –


PowerBar today announced that it has signed a new partnership with the leading UK “Cycle Sportive” organisers UK Cycling Events Ltd. The partnership will see PowerBar supply all sports nutrition at UK Cycling Events extensive series of sportive rides including the Wiggle Super Series from the beginning of 2015. With over 56 events in 2015 and an expected 70,000 riders taking part the partnership is one that both parties are extremely pleased to agree.

PowerBar has deep roots with the world’s premier cycling events and professional teams. The leading sports nutrition brand has been the official sports nutrition of choice for the Tour de France for more than a decade and counts team such as BMC and Net App Endura amongst its many users.

PowerBar feed zones will be offered on-course for riders and there will be recovery products available after a hard day in the saddle. Riders entering their chosen sportive up to 8 weeks before the event will also receive an additional PowerBar product pack to fuel them on their big day.

Martin Barden of UK Cycling Events Ltd said “We are delighted to have PowerBar as the Nutritional Partners of the 2015 UK Cycling Events and the Wiggle Super Series. The extensive range and quality of PowerBars first class products will ensure riders of our events will have the best nutritional support out of any sportive, bar none.” Tim McTavish, PowerBar Country Business Manager for UK & Eire added „A long history links PowerBar and the Cycling community. Cyclists form a crucial part of our core target group and are clear opinion-formers for sports nutrition. It‘s very important for us to make our contribution to help all sports people surpass themselves and realise their goals. For this reason we are extremely pleased to build this new relationship with UK Cycling Events Ltd. They have a truly exciting portfolio of events and share our passion for delivering a quality experience to their riders. To play our part in around 70,000 cyclists pushing themselves physically and having fun at the same time is exactly what PowerBar is all about.“