SweetSpot Group are delighted to announce that they have been chosen by British Cycling to continue to deliver The Tour of Britain from 2014 onwards.
SweetSpot have been awarded the rights, following a rigorous and transparent tendering process overseen by The Sports Consultancy. The announcement ensures that SweetSpot will continue to organise and promote The Tour of Britain, as they have done since its revival in 2004.
SweetSpot Director of Cycling Mick Bennett said: “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.”
SweetSpot look forward to continue to work closely with current, and new, commercial partners and regional stakeholders around the country to continue to build upon the success of the first decade of The Tour of Britain.
British Cycling director of Cyclesport and Membership, Jonny Clay, said: “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 22ndSeptember 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.
For more information on the 2013 race, please visit www.thetour.co.uk