Leeds-based Hitachi Personal Finance is to sponsor ITV4’s coverage of the inaugural three-day Tour de Yorkshire.

The deal, brokered by MediaCom Leeds, will see Hitachi Personal Finance get a 15-second opening credit, 10-second break bumpers and a 5-second closing credit across ITV4.

The race begins with a 174km stage from Bridlington to Scarborough on May 1, with ITV4 showing live coverage plus nightly highlights led by presenter Gary Imlach and Chris Boardman.

Hitachi Personal Finance's Theresa Lindsay

Hitachi Personal Finance’s Theresa Lindsay

Theresa Lindsay, head of marketing at Hitachi Personal Finance, said: “As a Yorkshire based business we’re proud to play our part in promoting the Tour de Yorkshire. This is the first time we have used TV as a platform to reach our audience and I’m confident that this will broaden our brand reach.”

A host of top riders and professional teams including BMC, Team Sky and Cofidis are expected to take part in the race, which was created after the success of last year’s Tour de France Grand Depart in Yorkshire.

The first stage is followed by a second of the same length, starting at Selby Abbey, going via Beverley and the Wolds and finishing with a circuit of historic York on Saturday. Finally, the race concludes with a 167km stage from Wakefield to Leeds, running through the Yorkshire Dales and finishing in Roundhay Park.