Tour de Yorkshire rider to win height in beer

Black Sheep Brewery Named Official Brewery of the 2018 Tour de Yorkshire

1:06pm 6th March 2018
(Updated 1:11pm 6th March 2018)

Masham's Black Sheep Brewery has been unveiled as the Official Brewery of the 2018 Tour de Yorkshire.

It's celebrating by launching a new prize where the world’s best riders can compete to win their height in beer.

The fourth and final stage of this year’s race on Sunday 6 May passes through Masham.

Black Sheep is marking the occasion by hosting a ‘Black Sheep Straight’ where fans can gather to watch the action in person.

The Straight will be located on Thorpe Road, Masham, and the first rider to pass that point will be rewarded with their height in crates of Black Sheep Ale, Yorkshire’s best-selling beer.

Welcome to Yorkshire Chief Executive Sir Gary Verity said:

“Black Sheep is an iconic Yorkshire brand and we are delighted to be working in partnership with them at the Tour de Yorkshire.

“I’m sure this prize will be of great interest to the riders and we can expect to see some hotly contested racing in Masham.”

Black Sheep Brewery Named Official Brewery of the 2018 Tour de Yorkshire

Black Sheep is also offering one lucky fan the opportunity to take part in the celebratory Maserati Tour de Yorkshire Ride ahead of the final stage of the Tour de Yorkshire (6th May).

It will host a photo social media competition where one entrant will be chosen at random to take part in the ride, which is held on the same roads as the professional race.

Black Sheep Sales and Marketing Director Jo Theakston said:

“The Tour de Yorkshire has grown to become one of the UK’s premier sporting events, and we are delighted to support the race as its official brewery.

"Cycling has really come on in Yorkshire since the Grand Depart in 2014, and we’re looking forward to being part of another momentous occasion in the region.

“There will be plenty of hype in Masham as cycling’s biggest names pass through the town, with one lucky rider set to enjoy a true taste of Yorkshire as they pass through the Black Sheep Straight!”

Further details about the Black Sheep social media competition can be found at:

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