Hosting one of SweetSpot’s flagship events – the Tour of Britain, Women’s Tour and Tour Series – offers cities, towns and villages to proudly showcase their historic, cultural, architectural, tourist and green credentials to a worldwide audience.

The events can also provide a touchpoint with local communities, encouraging health and wellbeing, and, in the case of the Women’s Tour, advocate for social change and gender equality.

SweetSpot’s events offer a picture postcard unlike any other. They are a unique, unrivalled showcase that offer host venues an unmissable promotional opportunity through the beauty and sporting drama of cycling.

Having helped with the creation of RideLondon, overseen the technical delivery of the 2007 Tour de France Grand Départ in London, and hosted several mass participation rides, SweetSpot can also work with councils, combined authorities and other agencies to develop brand new cycling events.

In numbers: SweetSpot events

The 2021 Tour of Britain combined to produce these returns:

> £29.9m value to the UK economy
> 1m roadside spectators
> 16m linear TV viewers
> 40+ hours of live TV broadcast in the UK alone
> National and international press coverage
> Participants included Tokyo 2020 Olympic medallists and world champions; Grand Tour winners, Tour de France stage winners

All six stages of the 2021 Women’s Tour offered venues:

> £4.8m value to the UK economy
> 281.5k roadside spectators
> 3m total TV viewers
> 350+ hours of linear TV coverage worldwide
> National and international press coverage
> Participants included Olympic and world champions

The 2019 edition of the Tour Series, Britain’s leading televised cycling competition, generated the below returns:

> Up to £400k boost to the local economy
> Media value of £250k for the area
> Platform to engage local residents: schools, community groups, sports clubs
> ITV4 highlights show plus 65 other broadcast markets worldwide
> Free-to-attend day of sport, including elite men’s and women’s races

Next steps

Representatives of cities, authorities, councils and districts interested in hosting one of SweetSpot’s events can obtain further details on the application process by completing the below form.

Alternatively, email us and a member of the race’s commercial team can discuss your proposal with you.