ESA member SweetSpot Group, organiser of the Tour of Britain, Women’s Tour and Tour Series, have today partnered with data analytics provider DotModus to enhance its supporter and stakeholder activation in 2021.
In becoming the events’ Official Data and Digital Partner, DotModus will help SweetSpot to better 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 the world’s best teams and riders competing on their doorstep and helping to build a great cycling nation. 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 widely regarded as the world’s leading international stage race for women. The race attracts 300,000 roadside spectators, in addition to a worldwide television and online audience of nearly five million people. Last year’s edition provided a £7 million economic boost to the economy, with 87 per cent 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.
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NOTES TO EDITORS
About Dotmodus
DotModus is a data analytics, machine learning and cloud software engineering firm established in 2010 in Johannesburg, South Africa with offices in London and San Francisco.
They are a team of 150 highly skilled and experienced developers and data scientists who help businesses identify and solve data challenges and implement machine learning technologies.
Organisations across all sectors have used DotModus solutions to reduce costs, improve decision making, and streamline their operations. They are Google Cloud, Microsoft, and AWS partners and trusted experts in Trifacta, Anthos, Apigee and Looker.
About the Tour of Britain
Relaunched in 2004 after a five-year absence from the calendar, the Tour of Britain is British Cycling’s premier road cycling event, held annually across eight days in September.
The free-to-watch sporting spectacular features Olympic, world and Tour de France champions, and attracts a roadside audience of over 1.5m spectators. Live coverage of the race is shown daily in the UK on ITV4 and Eurosport, in addition to around the world.
The Tour of Britain is part of the new for 2020 UCI ProSeries, making it one of the most prestigious sporting events in the sport’s global calendar.
About the Women’s Tour
Created by SweetSpot Group in 2014, the Women’s Tour is the UK’s first international stage race for women, bringing the world’s top riders to compete in Great Britain as a part of the UCI Women’s WorldTour.
The race, which has been won by the likes of Marianne Vos (2014), Lizzie Deignan (2016, 2019) and Coryn Rivera (2018), attracts an annual roadside audience of 300,000, as well as over three million fans through linear and online platforms.
About the Tour Series
The Tour Series is a fun, fast and free cycling event that takes place in town and city centres across the UK each May.
Launched in 2009, the series sees Britain’s best male and female riders compete against each other in a unique, team-based format as part of a full day of sporting and community-focused activities.
British sporting heroes Laura Kenny, Dani Rowe, Joanna Rowsell, Ed Clancy, Elinor Barker and Dame Sarah Storey have all competed in the series during its 10-year history, during which time nearly two million fans have watched a round.
Media contacts
For further media information please contact Peter Hodges (07970 526 519 / peterh@thetour.co.uk) and Nick Bull (07977 151 184 / nickb@thetour.co.uk).