Friends Life has become the first title sponsor of the Tour of Britain, race organisers announced on Tuesday.
The pensions and retirement specialist in May sponsored the inaugural Women's Tour and has followed up its support of cycling by sponsoring the Tour of Britain, which takes place in September.
Last year's race was won by Sir Bradley Wiggins and the 2014 event begins on September 7 in Liverpool, finishing in London on September 14.
Friends Life group chief executive Andy Briggs said: "Cycling is now hugely popular in Britain and we want to encourage and support its growing popularity by sponsoring the Tour of Britain.
"The success of the inaugural Friends Life Women's Tour has fuelled our enthusiasm for elite road racing and the inspiration it brings to a wider cycling audience.
"This sponsorship also gives us the opportunity to demonstrate how the discipline of being a cycling professional is similar to being financially fit.
"Our business is about being financially prepared through each stage of life whether it's saving for retirement or protecting families."
Hugh Roberts, chief executive of race organisers SweetSpot added: "Friends Life are the perfect 'fit' and their plans for activating their involvement will no doubt prove to be ground breaking, not just for the events themselves, but more importantly in our eyes, for the greater good of the sport.
"Securing the support of such an established blue chip organisation will raise the profile of The Tours further and take both the Women's Tour and Tour of Britain to another level.
"This partnership is an affirmation of our work on both races."