Sport Collective To Seek Sponsorship For Sweetspot Events
SweetSpot, organisers of the OVO Energy Tour of Britain, OVO Energy Women’s Tour and OVO Energy Tour Series, has appointed Sport Collective to assist with the development of its commercial strategy in order to secure new sponsors for the events.
Sport Collective is currently working in partnership with SweetSpot to demonstrate the reach and audience engagement of the events. The Women’s Tour and Tour of Britain claim to be unique in cycling through equality in terms of rider welfare, event infrastructure, coverage and prize money.
According to the organisers, each year the OVO Energy Tours attract over two million spectators with over 50 hours of live and highlights programmes broadcast on ITV, Eurosport and in over 100 countries worldwide.
Hugh Roberts, Owner of SweetSpot Group, said: “We have ambitious plans for the growth of our events over the coming years and we are delighted to be working with Sport Collective to support our commercial activity.
“They have a proven track record and a wealth of experience we can benefit from, both in terms of strategy and brokering agreements, and already have a number of partnerships lined up to be announced later in the year.”
Sean McAuliffe, Director of Sport Collective, added: “Cycling offers brands the opportunity to connect with active, highly engaged male, female and family audiences and we look forward to expanding on the roster of partners already in place for the UK’s biggest free to attend events.”
