The Value Xchange have been appointed the exclusive agency to sell the TV broadcast sponsorship rights for the UK’s biggest and best professional cycling events – the Tour of Britain, Women’s Tour, and the Tour Series – by rights holders SweetSpot.

The Value Xchange will be responsible for securing sponsorship of the UK television broadcast coverage of the events, whose 2023 calendar begins in May with the Tour Series city centre races, followed by the Women’s Tour (Tuesday 6 – Sunday 11 June), and culminating in the Tour of Britain (Sunday 3 – Sunday 10 September). They will also be supporting SweetSpot to secure event sponsors for these events too 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.

Miles Rose, SweetSpot commercial director, 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.”.

Jamie Wilson, The Value Xchange’s co-owner, said: “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.”