MUMBAI: Sports management company ID Sports has signed Multi Screen Media-owned sports channel Sony Six as the official broadcast partner for the third season of its cycling event Tour De India.

The organisers have also roped in Air India as the associate sponsor of the event which has Godrej Eon as title sponsor.
Tour de India 2012 races will be hosted in Delhi, Mumbai and Srinagar on 4, 7 and 11 November respectively and will see over 60 celebrity participants, 20 teams and around 40,000 people attending the races across cities.

MSM CEO Man Jit Singh said, "We are delighted to associate with Godrej Eon Tour De India? as the official broadcast partner. Our association with ?Godrej Eon Tour De India? reiterates our commitment to bring the best sporting properties for the knowledgeable and empowered youth of today who are enthusiastic to adopt and experiment with new sport formats. We are confident that viewers will enjoy our latest offering on Sony Six."

Air India CMD Rohit Nandan says, "Air India, the flying ambassador of India, is proud to be associated with Godrej Eon Tour de India 2012, which is the official parallel to the world renowned Tour de France, as a travel partner. Air India has been an integral part of tourism promotion in India. Also, Air India has been playing a key role in promoting sports and sports person in our country for decades."