Following a rigorous and transparent tender process managed by The Sports Consultancy, the contract to act as British Cycling’s delivery partner for the Tour of Britain has been awarded to SweetSpot in a five-year deal.
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. I would like to thank them and the other bidders and also thank The Sports Consultancy for leading a tender process which attracted significant global interest.
“At the start of this process, we wanted to ensure we got the best possible deal for Britain’s cycling fans, to put in place a structure which would help the Tour of Britain graduate into the top division of the global cycling calendar. 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.
“We’re confident the new commitment made by SweetSpot to grow the event’s stature and reputation, as well as the promise to raise standards in many areas, will deliver what fans of the sport want to see from our national tour in the future.
“The agreement sets out clear objectives for SweetSpot including the attainment of HC status for the race, a milestone that along with other improvements will help to encourage the participation of the very best teams and riders in the world.”
The new agreement brings clarity on the roles and responsibilities of the parties in the strategic direction and delivery of the race over the next five years and puts British Cycling at the heart of the race representing the interests of the sport and maximising the wider benefits a world-class event can bring.
Mick Bennett, Director of Cycling at Sweetspot, said: “We are simply thrilled to be reappointed as British Cycling’s delivery partner for the Tour of Britain for another five years.
“We are proud of the work we have done over the last 10 years in making the Tour of Britain the event it is today and I look forward to working closely with British Cycling to deliver an even brighter future for the race.”