SweetSpot Group, the organisers and promoters of The Tour of Britain cycle race, are delighted to announce that from Wednesday 1st August they will work on an exclusive basis with Peter Phillips and SEL UK for the future commercial development of their events.
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SEL UK, led by Managing Director Peter Phillips, will work with SweetSpot Group’s existing Commercial team, headed by Alastair Grant, across their portfolio of cycling events, headlined by The Tour of Britain, but also including The Halfords Tour Series city-centre cycle races and The Tour Ride mass participation events.
SweetSpot and SEL UK will also work together on future cycling and sporting projects including bids to bring the Tour de France back to the UK.
Peter Phillips, Managing Director of SEL UK commented: “I am delighted that SEL UK is able to team up with the SweetSpot team at a time when road cycling in the UK is going through an unprecedented period of growth. I look forward to bringing SEL’s commercial experience across a broad range of sports to bolster that of SweetSpot and their events.”
SweetSpot will benefit from SEL UK and Peter’s experience of activating sponsorship and promoting rights holders interests across their portfolio of events. Hugh Roberts, Chief Executive of SweetSpot Group, said,
“We welcome Peter and his team on board at a time when all forms of cycling in Britain are enjoying an exceptional boom. There is a golden opportunity to build-up the work we have been doing with The Tour over the past decade, and look forward to working together closely on the sponsorship and commercial activity surrounding The Tour and our other current and future events.”
The Tour of Britain, the UK’s biggest professional cycle race and the country’s largest free-to-spectate live sporting event takes between 9th and 16th September, starting in Ipswich and finishing in Guildford.
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