SweetSpot Group, organisers of the Tour of Britain and Women’s Tour professional cycle races, are pleased to announce the appointment of Miles Rose as Commercial Director from 1 June.

Miles’ immediate focus will be to build the commercial partnership family for the Tour of Britain and the Women’s Tour, ahead of this year’s events in September and October respectively, and to continue SweetSpot’s established relationships with long term partners like ŠKODA, Brother UK, and Vittoria. He has recently returned to the UK with his family after six years in Melbourne, during which time he held senior commercial positions with Swimming Australia and IRONMAN.

Commenting on his appointment, Miles said: “I am delighted to have joined the team at SweetSpot. The Tour of Britain and Women’s Tour are iconic British cycling events.  Given the current optimism coming out of the tough period here over the last eighteen months, they should be a celebration for all to enjoy, either watching at home on ITV4 or attending our elite cycling events right across the nation”.

Hugh Roberts, Chief Executive of SweetSpot, added: “We are delighted to have someone with Miles’ experience join SweetSpot, to both lead our existing commercial relationships as well as developing new commercial partnerships across our events.  In addition to overseeing the opportunities at our upcoming 2021 events, Miles will be instrumental in the execution of the next phase of SweetSpot’s commercial plans for 2022 and beyond.”

Prior to his time in Australia, Miles led the content agency team at TVC on British Gas’ partnership with British Swimming leading into London 2012, then going on to manage relationships with brands including Emirates and Lucozade Sport as a Business Director at CSM.

Miles’ career highlight to date was the Beijing 2008 Olympic Games where Michael Phelps won eight gold medals, when he was the European Sports Marketing Manager for Speedo International.

This year’s Tour of Britain (Sunday 5 – Sunday 12 September) will take place over eight stages between Cornwall and Aberdeen, with the Women’s Tour following less than a month later (Monday 4 – Saturday 9 October).  The seventh edition of the Women’s Tour will feature the race’s first-ever individual time trial, to be held in Atherstone, Warwickshire. The race, which forms a part of the prestigious UCI Women’s WorldTour, will also visit Oxfordshire and Walsall, before concluding in Felixstowe, Suffolk. 

With cycling enjoying a boom in the UK, and hundreds of thousands of new and returning cyclists taking to two wheels, there are a range of sponsorship opportunities available with the Tour of Britain and Women’s Tour.  Packages range from title partnerships of the events to sponsorship of the prestigious points and sprints jerseys. For more information click here.