SweetSpot, the organisers and promoters of the men’s Tour of Britain, Women’s Tour, and the Tour Series, have appointed full-service, brand-focused international sports marketing agency Orsen to be the events’ principal commercial agency.

Orsen will be charged with leading the new business sales process across the Tours, including securing a title sponsor and generating new and innovative partnerships to enhance the UK’s leading cycling events.

The initial focus will be on securing partners for next year’s Women’s Tour, with the UCI Women’s WorldTour event due to get underway in Wales on Tuesday 4 June. Plans for the 2024 event include taking the race through the west and heart of England before finishing in Greater Manchester.

This year’s Tour of Britain finished on Sunday (10 September), in Caerphilly in front of hundreds of thousands of spectators who flocked to the final stage of the race in south Wales to see Wout van Aert (Jumbo – Visma) win his second overall Tour of Britain. The race will return from Sunday 1 to Sunday 8 September 2024.

Sean O’Reilly, Orsen CEO, said: “We are delighted to partner with SweetSpot, an organisation that is perfectly aligned with our agency principals of delivering purposeful and innovative partnerships that generate a return on investment. Hugh and his team have been at the forefront of driving the huge growth in cycling interest and participation in the UK. The Tour of Britain is well established as the UK’s premier cycling event. Adding the Women’s Tour to the SweetSpot portfolio has created a partnership proposition that delivers the fundamentals of a modern-day sponsorship, a market-leading property, community initiatives, promotion of health and active lifestyle, environmental sustainability, direct-to-consumer engagement, and gender equality. We are excited to support the continued growth of the Tour of Britain and The Women’s Tour by developing meaningful brand partnerships together with the SweetSpot team.”

Hugh Roberts, SweetSpot executive chairman, added:  “We’re delighted to be working with Sean and his team at Orsen and to have an organisation whose laser focus will be on securing a blue chip naming rights sponsor for The Tours.  Orsen will be tasked with working very closely with the SweetSpot team to develop and grow the business model of the events after the adverse headwinds of the past three years.”