News: Sweetspot win tender for Tour of Britain


Organisers of the Tour of Britain since the start, Sweetspot have won the right to organise the event for another five years from 2014

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SweetSpot Group are delighted to announce that they have been chosen by British Cycling to continue to deliver The Tour of Britain from 2014 onwards.


Here is where it all started, 2004 in Manchester and the end of the first stage.

SweetSpot have been awarded the rights, following a rigorous and transparent tendering process overseen by The Sports Consultancy. The announcement ensures that SweetSpot will continue to organise and promote The Tour of Britain, as they have done since its revival in 2004.

SweetSpot Director of Cycling Mick Bennett said: “We are simply thrilled to be reappointed as British Cycling’s delivery partner for The Tour of Britain.

“The SweetSpot team are hugely proud of the work we have done over the last 10 years in making The Tour of Britain the event it is today and look forward to working closely with British Cycling to deliver an even brighter future for the race and the many millions of fans who support the race.”

SweetSpot look forward to continue to work closely with current, and new, commercial partners and regional stakeholders around the country to continue to build upon the success of the first decade of The Tour of Britain.

British Cycling director of Cyclesport and Membership, Jonny Clay, said: “We’re delighted to announce SweetSpot will continue as British Cycling’s delivery partner for the Tour of Britain. Of the many responses we received, SweetSpot best demonstrated an understanding of our desire for integrated activity and the strong relationship we would like our national tour to have with our wider programmes and initiatives.”

“The agreement sets out clear objectives for SweetSpot including the attainment of HC status for the race, a milestone that along with other improvements will help to encourage the participation of the very best teams and riders in the world.”

The 2013 Tour of Britain begins on Sunday 15th September from Peebles in the Scottish Borders, finishing eight days later on Sunday 22nd September with an iconic finale at the heart of London.

The tenth anniversary edition of The Tour of Britain takes in the Lake District, Merseyside, Stoke-on-Trent, Wales, Devon and Surrey, including a 10-mile individual time trial around Knowsley on Stage Three and The Tour’s first ever summit finish, at Haytor on Dartmoor on Stage Six.

For more information on the 2013 race, please visit


Proof of how far Sweetspot have taken the Tour of Britain since 2004, the simply amazing crowds that came out to see Mark Cavendish win the final stage and Jon Locke the first overall British winner of the race for Endura Racing.


Jon Locke (centre) the first British winner of the Tour of Britain. 



1. Route for the 2013 Edition of the Tour of Britain (inc. former winners)

2. Talking to Route Manager Andy Hawes about the 2013 Tour of Britain

3. Tour of Britain 2013 Launch in London

4. 2013 Tour of Britain and the very British ’10’ mile time trial at Knowsley

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