Sweetspot Group

SweetSpot Group are the sports events and marketing company behind Britain’s biggest cycling races: the Tour of Britain and the Women’s Tour. Featuring the world’s best riders and boasting global television coverage, the events are cornerstones of the British sporting calendar, attracting more than a million fans to the roadside annually, as well as engaging communities across the country. SweetSpot were behind the successful revival of the Tour of Britain in 2004 after a five-year absence from the calendar. Having brought the race stability previously unseen in its various incarnations since the 1940s, it is now the country’s largest free-to-watch sporting event. Ten years later we launched the Women’s Tour, which now forms a part of the flagship UCI Women’s WorldTour series, and is widely acknowledged as one of the world’s leading events. Additionally, the Tour Series was launched in 2009, providing a welcome boost to the British racing scene. Its unique team format is still going strong in 2022 after more than 100 events, having become a proving ground for future Olympic and world champions. SweetSpot have also worked on a number of other major cycling events, including the 2007 Tour de France Grand Départ in London; the creation, launch and running of the Olympic legacy cycling event, RideLondon, between 2013 and 2019; and Mark Cavendish’s personal sportive RiseAbove. More than cyclists have taken part in a mass participation ride organised by SweetSpot since 2009. Many of those participated in The Great Tour, a circumnavigation of the British coast by bike, which has helped to raise money for a range of charities on three occasions.