STRETFORD-based malt loaf maker Soreen will be sponsoring the UK’s largest professional bike race, the Aviva Tour of Britain, for the seventh consecutive year.

Soreen will have a presence across the race which is the biggest free sporting event to watch and will be broadcast live on ITV4.

The race, which is British Cycling’s premier road cycling event and the country’s highest ranked cycling event, takes place between September 6 and 13, starting in North Wales and finishing in central London.

Before September Soreen will also sponsor the Aviva Women’s Tour, the UK’s only international women’s race between June 17 and 21, and the Pearl Izumi Tour Series during May and June, which sees Britain’s fastest teams racing in town and city centres across England, Wales and Scotland.

A spokesperson for Soreen said: “We are really pleased to be sponsoring the Aviva Tour of Britain again this year. ”