Sweet Spot & The Tour Of Britain

Last updated : 07 December 2012 By Peter Hodges

SweetSpot Group & The Tour of Britain

Response to British Cycling announcement regarding appointment of Tour of Britain delivery partner



SweetSpot Group would like to express their surprise and disappointment at the decision by British Cycling to seek expressions of interest to tender for the right to organise The Tour of Britain from 2014 onwards.


SweetSpot fully intend to participate in this process, and retain the right to organise and promote Britain’s biggest professional road race from 2014 onwards, especially given the continued growth and unparalled success of the event under their ten-year stewardship.


In order to protect the interests of cycling fans across the UK, SweetSpot initiated the revival of The Tour in 2004 and they based their plans on a sustainable model to insulate the event from the vagaries of the sponsorship marketplace.  This action has been vindicated by the consistent growth and increased profile of the event, despite having to endure one of the worst recessions in living memory.


The team at SweetSpot have created unrivaled relationships with stakeholders around the country, including the police, highway authorities and the regions, counties, cities and towns into which The Tour of Britain has been invited since 2004, taking the race to millions of spectators around the UK.  SweetSpot will continue to protect the interests of these stakeholders many of whom can also take much of the credit for the revival of what has become an iconic event.


These relationships have spawned other events, such as The Tour Series, which form the current backbone of the UK domestic cycling calendar.  Furthermore SweetSpot have recently been appointed, jointly with The London Marathon Ltd, the delivery partner of the Olympic legacy cycling event, RideLondon, from 2013 onwards.


Not only have new sponsors been introduced to the sport in Britain, but media coverage in all forms has been stimulated, including live daily television coverage on a UK and global platform. 


By guaranteeing the inclusion of British teams, The Tour has been a catalyst for the development of cycling in this country over the past decade.


The SweetSpot team would like to state its continued commitment, investment and passion for organising and promoting national and international cycling events, and look forward to announcing details of the 2013 Tour of Britain and Tour Series early in the New Year.