SweetSpot, the organiser and promoter of the men’s Tour of Britain, Women’s Tour, and the Tour Series, has appointed sports marketing agency Orsen to be principal commercial agency to The Tour events.
Orsen will be charged with leading the new business sales process across The Tours, including securing a title sponsor and generating new and innovative partnerships to enhance the UK’s leading pro cycling events.
Initial focus will be on securing partners for the Women’s Tour in June 2024, with the race due to get underway in Wales on Tuesday, June 4, on its return to the UCI Women’s WorldTour calendar. Plans for next year’s Women’s Tour are for the event to make its way through the west and heart of England to finish in Greater Manchester.
Orsen CEO Sean O’Reilly said “We are delighted to partner with SweetSpot, an organisation that is perfectly aligned with our agency principals of delivering purposeful and innovative partnerships that generate a return on investment.
“Hugh [Roberts] and his team have been at the forefront of driving the huge growth in cycling interest and participation in the UK. The Tour of Britain is well established as the UK’s premier cycling event.
“Adding the Women’s Tour to the SweetSpot portfolio has created a partnership proposition that delivers the fundamentals of a modern-day sponsorship, a market leading property, community initiatives, promotion of health and active lifestyle, environmental sustainability, direct to consumer engagement and gender equality.
“We are excited to support the continued growth of the Tour of Britain and The Women’s Tour by developing meaningful brand partnerships together with the SweetSpot team.”
Hugh Roberts, Executive Chairman of SweetSpot said “We’re delighted to be working with Sean and his team at Orsen and to have an organisation whose laser focus will be on securing a blue chip naming rights sponsor for The Tours.
“Orsen will be tasked with working very closely with the SweetSpot team to develop and grow the business model of the events after the adverse headwinds of the past three years.”
The 2023 Tour of Britain finished on Sunday (10 September), in Caerphilly, Wales – with Wout van Aert (Jumbo – Visma) winning his second overall Tour of Britain. The race will return on September 1-8, 2024.
www.tourofbritain.co.uk
www.womenstour.co.uk
www.tourseries.co.uk
www.sweetspotgroup.co.uk
