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British Cycling will be contracting with SweetSpot Group for the delivery of the Tour of Britain from 2014.
A tendering process was managed by The Sports Consultancy. SweetSpot gets a five-year deal.
British Cycling director of Cyclesport and Membership, Jonny Clay, said:
“At the start of this [tendering] process, we wanted to ensure we got the best possible deal for Britain’s cycling fans, to put in place a structure which would help the Tour of Britain graduate into the top division of the global cycling calendar. 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 new agreement brings clarity on the roles and responsibilities of the parties in the strategic direction and delivery of the race over the next five years and puts British Cycling at the heart of the race representing the interests of the sport and maximising the wider benefits a world-class event can bring.
Mick Bennett, director of Cycling at Sweetspot, said: “We are thrilled to be reappointed as British Cycling’s delivery partner for the Tour of Britain for another five years.
“We are proud of the work we have done over the last 10 years in making the Tour of Britain the event it is today and I look forward to working closely with British Cycling to deliver an even brighter future for the race.”
As part of the new deal, SweetSpot will have to organise a women’s Tour of Britain.
