Tour Of Britain Hits The Sweetspot

British Cycling has confirmed that SweetSpot Group will continue to deliver The Tour of Britain from 2014 onwards, following a tendering process overseen by The Sports Consultancy.  

SweetSpot will now continue to organise and promote The Tour of Britain, as they have done since its revival in 2004.

Mick Bennett, Director of Cycling at SweetSpot, said of the announcement: ‘We are simply thrilled to be reappointed as British Cycling’s delivery partner for The Tour of Britain.’

‘The SweetSpot team are hugely proud of the work we have done over the last 10 years in making The Tour of Britain the event it is today and look forward to working closely with British Cycling to deliver an even brighter future for the race and the many millions of fans who support the race.’ 

Meanwhile, British Eurosport has revealed will show every stage of the Tour of Britain live following an agreement with Sweet Spot Group and MP & Silva.

In a deal brokered by the international media company MP & Silva, British Eurosport will be the only UK broadcaster to cover all eight stages live.

The last edition of the race in 2012 saw the Tour enjoy its largest ever television audience, with almost a million viewers tuning in to watch either live coverage or highlights on each day of the eight-day race.

British Cycling director of Cyclesport and Membership, Jonny Clay, added: ‘We’re delighted to announce SweetSpot will continue as British Cycling’s delivery partner for the Tour of Britain. Of the many responses we received, 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.’

The 2013 Tour of Britain begins on Sunday 15th September from Peebles in the Scottish Borders, finishing eight days later on Sunday 22nd September with an iconic finale at the heart of London. 

The tenth anniversary edition of The Tour of Britain takes in the Lake District, Merseyside, Stoke-on-Trent, Wales, Devon and Surrey, including a 10-mile individual time trial around Knowsley on Stage Three and The Tour’s first ever summit finish, at Haytor on Dartmoor on Stage Six.

Earlier this week it was also confirmed that a women’s version of the Tour of Britain will be staged next year, over five days in May, running separately to the men’s event in September.