• Swindon & Wiltshire Social
• Thursday February 26 2026

Tour de Trowbridge announces lead sponsor

Frozen meals manufacturer apetito has been unveiled as the headline sponsor of the Tour de Trowbridge cycling event, taking place on Sunday, May 31.

The community sporting event will bring together cyclists of all ages and abilities from across Wiltshire, Somerset and beyond.

There will be four professionally managed routes, ranging from five miles to 79 miles through the scenic Wiltshire countryside, starting and finishing in Trowbridge Town Park.

All event profits will be donated to Wiltshire and Bath Air Ambulance Charity, St John Ambulance Wiltshire and the Mayor of Trowbridge’s Charity Appeal.

Lee Sheppard, director of corporate affairs, policy and sustainability at apetito said: “As the largest private sector employer in Trowbridge, with a history in the town going back to 1928, we are delighted to be supporting the fantastic new Tour de Trowbridge event for Wiltshire.”

The Tour de Trowbridge is presented by the Trowbridge Chamber in partnership with Trowbridge Town Council and Iconic Cycling Events.

Other sponsors include Cereal Partners UK as sustainability category sponsors and Wiltshire College and University Centre as the route feed stations sponsor.

Carey Tesler, chair of the Trowbridge Chamber said: “This exciting inaugural Tour de Trowbridge cycling event is the latest in a series of Chamber events designed to bring together local businesses with the wider community, to increase footfall and promote our County Town of Trowbridge as a great place to live and do business.”

To find out about sponsorship opportunities or enter a team, visit https://www.iconiccyclingevents.co.uk/tourdetrowbridge