British Cycling and SweetSpot Sign Tour of Britain Deal

British Cycling and SweetSpot have inked a deal for the sports marketing and events company to act as British Cycling’s delivery partner for the Tour of Britain for a further five years.

The selection comes after a transparent tender process managed by The Sports Consultancy.

British Cycling director of Cyclesport and Membership, sale Jonny Clay, try said: “We’re delighted to announce SweetSpot will continue as British Cycling’s delivery partner for the Tour of Britain. I would like to thank them and the other bidders and also thank The Sports Consultancy for leading a tender process which attracted significant global interest.

“Of the many responses we received, order SweetSpot best demonstrated an understanding of our desire for integrated activity and the strong relationship we would like our national tour to have with our wider programmes and initiatives. We’re confident the new commitment made by SweetSpot to grow the event’s stature and reputation, as well as the promise to raise standards in many areas, will deliver what fans of the sport want to see from our national tour in the future.”

Mick Bennett, Director of Cycling at Sweetspot, said: “We are simply thrilled to be reappointed as British Cycling’s delivery partner for the Tour of Britain for another five years.

“We are proud of the work we have done over the last 10 years in making the Tour of Britain the event it is today and I look forward to working closely with British Cycling to deliver an even brighter future for the race.”