SweetSpot Group, organiser of the Tour of Britain, Women’s Tour and Tour Series, has partnered with data analytics provider DotModus to enhance its supporter and stakeholder activation in 2021.
In becoming the ‘Official Data and Digital Partner’, DotModus will help SweetSpot to activate its sponsorships while engaging its sizeable roadside and digital audience to create more immersive fan experiences.
DotModus will work with the SweetSpot commercial team to identify and align new brands with its events as well as working to explore new data-led revenue streams.
Hugh Roberts, CEO of SweetSpot, said “There can be no doubt that data is vital in driving stronger fan engagement and enhancing the ROI for our stakeholders and partners.
“Given their experience in analytics, DotModus are well positioned to provide SweetSpot’s prestigious events with the data, tools, and services it needs to succeed in the post-COVID-19 world.”
Thomas Fowler, CEO of DotModus, added “We’re excited to be partnering with the Sweetspot Group. Extracting meaningful insights from data is key to developing further value in the sports sector and DotModus is well equipped to assist organisations like SweetSpot to unlock this potential.
“In partnership, we will aim to increase value to all their stakeholders, enhance the fan experience and open up new revenue possibilities. It’s an exciting road ahead for us with the SweetSpot team.”
The Tour of Britain is British Cycling’s premier road cycling event, giving cycling fans the opportunity to see many of the world’s best teams and riders competing on their doorstep Taking place over eight days between Sunday 5 – 12 September 2021, the 17th edition of the modern Tour will feature the race’s first-ever Cornwall and Aberdeenshire stages.
Launched in 2014 by SweetSpot Group, the Women’s Tour is one of the world’s leading international stage races for women. The race attracts 300,000 roadside spectators, in addition to claimed a worldwide television and online audience of nearly 5 million people.
Last year’s Women’s Tour reportedly provided a £7 million economic boost to the economy, with 87% of visitors to the race describing it as ‘very enjoyable’. Following its postponement in 2020 owing to the COVID-19 pandemic, the race – which forms a part of the prestigious UCI Women’s WorldTour – will return in June 2021.
www.SweetSpotGroup.co.uk
www.tourofbritain.co.uk
www.womenstour.co.uk
www.tourseries.co.uk
