Value Xchange Adds Tour Of Britain To Portflio
London-based marketing agency The Value Xchange has been appointed as the exclusive agency to sell the TV broadcast sponsorship rights for UK professional cycling events the Tour of Britain, Women’s Tour, and the Tour Series, by rights holder SweetSpot.
The Value Xchange will be responsible for securing sponsorship of the UK television broadcast coverage of the events. The 2023 calendar begins in May with the Tour Series city centre races, followed by the Women’s Tour from 6th to 11th June, and culminating in the Tour of Britain from 3rd to 10th September.
It will also be supporting SweetSpot to secure event sponsors on a non-exclusive basis.
The broadcast inventory currently available for sponsorship amounts to over 65 hours of free-to-air coverage on ITV4, comprising highlights of the Tour of Britain, Women’s Tour, and Tour Series, as well as live flag-to-flag coverage of the Tour of Britain.
SweetSpot Commercial Director Miles Rose, said, “We are delighted to be working with The Value Xchange team on the summer of broadcast assets SweetSpot possess on ITV4 alongside our cycling events.
“We are looking forward to discussing opportunities with brands to position themselves at the heart of our fans’ experiences either at home following the action on TV or mobile, or at the roadside supporting the events.”.
TheValue Xchange’s Co-Owner Jamie Wilson, added, “It’s exciting to be working with the SweetSpot team to secure broadcast and event sponsors for the 2023 Series of events. The extensive broadcast coverage gives brands a great way to secure exposure in premium sports content and associate with the sport of cycling.”
