Sweetspot Appoints River Media For Broadcast Distribution

Tour of Britain organiser SweetSpot Group has appointed sports media company River Media Partners as their official broadcast agents for the UK & Ireland.

The move will enhance the broadcast and distribution of the Tour of Britain, Women’s Tour and Tour Series, and will see River Media work with SweetSpot and host broadcaster ITV Sport on the coverage of all of SweetSpot’s marquee races, in addition to assisting with the distribution of content and exploring additional broadcast streams and opportunities.

The news follows the announcement of SweetSpot’s new partnership with EurosportGCN that will see the Tour of Britain, Women’s Tour and Tour Series broadcast globally on Eurosport and the GCN Race Pass app.

ITV4 will also continue to broadcast live, flag-to-flag coverage of the Tour of Britain as well as highlights of the Tour of Britain and Tour Series in the UK.

“We are excited to work with the experienced and innovative SweetSpot team, who, through the Tour of Britain and Women’s Tour, have continually raised the bar for international pro cycling events staged in the UK,” said Nick Chesworth, Director, River Media.

“We look forward to making a significant contribution to the next phase in both events commercial and media development.”

Hugh Roberts, CEO, SweetSpot, added: “Thanks to their experience and long-standing relationships, River Media are the perfect rights partner for SweetSpot’s events in the UK and Ireland as we look to continue the evolution of our broadcast output in an increasingly digital age.”

The 2021 Tour of Britain is scheduled to take place in September, starting in Penzance and finishing in Aberdeen. Meanwhile, the Women’s Tour – one of the flagship stage races on the UCI Women’s WorldTour – is scheduled for June. 

SweetSpot say they intend to broadcast the Women’s Tour live for the first time this year, while they are also actively looking for a headline sponsor for both the Tour of Britain and the Women’s Tour.