ORGANISERS of the Milk Race yesterday insisted it would be ''business
as usual'' despite the Milk Marketing Board's decision not to renew its
sponsorship of the prestigious cycle event. Race organiser Brian Elliott
said schedules were already being drawn up for the race next year, when
they hoped to have new sponsorship agreements in place.
The decision follows changes to the way milk is marketed in the United
Kingdom. Ross Lovelock,the board's commercial director, said: ''By this
time next year it is likely that the Milk Marketing Board will have been
abolished.''
The British Cycling Federation said it hoped links between the race
and the milk industry, first established in l958, could be maintained.
But although Milk Marque, the farmers' co-operative which is taking over
from the board, is considered a potential backer, its sponsorship alone
is unlikely to be enough to maintain what has become the world's leading
amateur cycle race.
The federation is understood to be in negotiation with three possible
backers for the event which will revert to its original title ''Tour of
Britain.'' Elliott said he was talking to a potential sponsor ''bigger
than the Milk Marketing Board''.
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