In this extract from a major article on the challenges the British domestic road racing scene faces by Brother UK Cycling, they chat to Jonathan Durling, Partnerships Director at The SweetSpot Group, organisers of The Tour of Britain, The Women’s Tour and The Tour Series.
The Way Ahead: Part Seven
British domestic road racing faced serious challenges even before Covid19 decimated the 2020 calendar. How can it recover, strengthen and achieve sustainability? Enjoy part seven of our in-depth investigation. You can read the full article on the Brother UK Cycling Blog.
Race sponsorship is an evolving field. Bike races continue to serve traditional marketing concerns – brand awareness and sales – but the new realities of public health and environmental issues have given the sport a fresh relevance to local authorities.
This brief summary is not our conjecture, but Jonathan Durling’s experience, and Durling is the Partnerships Director at The SweetSpot Group, organisers of The Tour of Britain, The Women’s Tour and The Tour Series. He has seen bike racing serve a range of purposes, from advertising the ‘reopening’ of the countryside, following the Foot and Mouth crisis of 2007, to driving economic regeneration in towns and cities. He talks too of the “postcard effect”, so important to regions like Cornwall, who next year will host a belated départ to the postponed Tour of Britain. New priorities are emerging, however.
“While all of the traditional sponsorship concerns remain important to local authorities, we’re now moving into an era in which cycling is regarded not only as a sport, but also as a means of active travel and a tool to promote health and well-being,” he explains. “Bike races can inspire local communities to get off the sofa and into cycling or any form of exercise. I now have conversations with directors of public health. We wouldn’t have had those conversations two or three years ago. What’s important to them is a more active community, and they’re interested in what we can we do to help.”
Durling describes an increased appetite for collaboration, citing organisations such as British Cycling and Bikeability. The dovetailing of cycle sport and cycling advocacy ultimately delivers financial benefits by generating sponsorship revenue for races from long-term savings in health care costs. Astonishingly, the deprivations of lockdown have created a perfect storm in which recreational cycling and bike commuting have flourished. Professional cycling, with its ability to excite and inspire, stands to benefit, Durling believes.
“We’ve now got a mini-boom in cycling, and that can only be a good thing. On the flip side, the economy is struggling, to say the least. There will be fewer marketing pounds to spend on sports sponsorship as a result. But are we in a stronger position as a result of Covid to appeal to organisations thinking about sports sponsorship? I think we probably are.”
Click here to read the full article or listen to a panel of experts including Phil Jones MBE, Erick Rowsell and Larry Hickmott on the Brother UK Cycling Podcast, available now from Apple Podcasts, Google Podcasts or Spotify.
Cycle Division’s Shop
Send your results as well as club, team & event news here
Other Results on VeloUK (including reports containing results)
- Features, Reports, Results
- BMCR RESULTS – DARLEY MOOR
- Crit Result: Haus RT – Darley Moor #2
- News: British Road Champs Return to NE
- TT Result: Circuit Of Ingleborough
- RR Result: Wally Gimber RR
- TT Result: Cardiff Ajax CC TT
- TT Result: Southern Counties CU TT
- TT Result: CTT Classic Series 1
- TT Result: GTR – Return To Life Two Up TT
- TT Result: Hainault RC Hilly 50km TT
- NEXT WEEKEND: Peaks Two Day is Back!
- News: Laura Kenny Retires
- RR Result: Gifford National B
- RR Results: Junior Men’s & Women’s CiCLE Classic
- Crit Result: Salt Ayre Spring Series 2
- Crit Result: Exeter Uni Early Season Crits
- Team News: Lee Valley Youth Cycling Team
- 2024/25 CYCLO-CROSS CALENDAR
- Startlist: Cardiff Ajax CC 10 Mile TT
- TT Result: Bristol Uni CC 10m TT
- TT Result: Matlock CC 25m TT
- TT Result: Lea Valley CC 25m TT
- TT Result: Port Talbot Whs 25m Two Up
- Startlists: 16th Gifford Road Races (Scotland)
- News: Ellingworth is new Tour of Britain Director
- RR Result: NCRA Spring Handicap RR 2
- Crit Result: Full Gas Spring Rumble Series #2
- Crit Result: Spring MK Bowl Series
- Startlist: Circuit of Ingleborough TT
- TT Result: Swindon Hardriders 30m TT
- STARTLIST: Evesham Vale Road Race 2024
- Track Result: Manchester Regional Track League
- Mammoth fields for Women’s/Junior Men’s CiCLE Classics
- BMCR Result: Harold ‘H’ Nelson Memorial
- HC Result: Darlington CC Hill Climb
- TT Result: GTR – Return To Life Mad March 10 TT
- TT Result: A3crg Road Bike TT
- Crit Result: Salt Ayre Spring Series #1
- Crit Result: Haus RT Darley Moor #1
- TT Result: Kernow Racing Team 10m TT
Other News on VeloUK
- News: British Road Champs Return to NE
- NEXT WEEKEND: Peaks Two Day is Back!
- News: Laura Kenny Retires
- Team News: Lee Valley Youth Cycling Team
- 2024/25 CYCLO-CROSS CALENDAR
- Startlist: Cardiff Ajax CC 10 Mile TT
- Startlists: 16th Gifford Road Races (Scotland)
- News: Ellingworth is new Tour of Britain Director
- Startlist: Circuit of Ingleborough TT
- STARTLIST: Evesham Vale Road Race 2024
- Mammoth fields for Women’s/Junior Men’s CiCLE Classics
- Saturday: Fusion Media Women’s Series Rd 1
- Saint Piran’s Global Women’s Project
- Ribble Rebellion: The Riders
- Team News: Ribble Rebellion Team Launch
- British Classics – 64th Wally Gimber Trophy
- Startlist: 62nd Eddie Soens
- Startlist: 10th Junior Men’s CiCLE Classic (March 17)
- Startlist: 8th Women’s CiCLE Classic (March 17)
- Startlist: 40th Jock Wadley Memorial RR
- Riders: Azets Spring Classic (March 24)
- Bike News: DJ Spoony’s Special & unique Ribble Ultra SL R
- GB Team News: Helen Scott now Men’s Sprint Podium Potential Coach
- Startlist: Royal Navy Cup 2024
- News: Halesowen Academy 2024
- Report: Day 3 British Track Championships
- New Women’s Series in the Midlands
- News: RideLondon Classique
- Event News: CiCLE Classic (Women & Junior Men)
- Quiz Time! Toby Bush (Fensham Howes – MAS Design)
- 2024 Otley CC Race Team
- News: British Cycling Elite Development Teams
- Startlist: Velo Club St Raphael TT
- Team News: Fensham Howes – MAS Design RT Launch
- Ladies: Join BMCR for £10!
- 2024 TEAMS: Shibden Apex RT Junior Men
- Entry List: Clayton Spring Classic Handicap
- 2024 British Teams – Sigma Sports RT
- TEAM NEWS: Max Walker joins Astana
- News: trainSharp Orro Elite Team Launch