SweetSpot, the organisers and promoters of the men’s Tour of Britain, Women’s Tour and the Tour Series, have appointed full-service, brand focused international 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 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 4 June 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 and his team have been at the forefront of driving the huge growth in cycling interest and participation in the UK.
Hugh Roberts of SweetSpot with Ben Treadaway of Orsen (Credit SWpix.com)
“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.”
Commenting on the appointment, 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 in front of hundreds of thousands of spectators who flocked to the final stage of the race in south Wales to see Wout van Aert (Jumbo-Visma) win his second overall Tour of Britain. The race will return from 1 to 8 September 2024.
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About SweetSpot
SweetSpot are the award-winning sports events company behind the Tour of Britain, Women’s Tour and Tour Series cycle races with an amazing network of loyal and passionate team members and volunteers. Thanks to nearly 20 years’ experience and an unrivalled passion for delivering world-class events, SweetSpot are a market-leading company who have forged trusted and proven relationships with brands, athletes, teams, towns and cities, and public administrations across the length and breadth of the UK.
Find out more about SweetSpot at SweetSpotGroup.co.uk or by following on LinkedIn and Twitter.
For further media information, please contact:
Peter Hodges (07970 526 519 / peterh@thetour.co.uk)
Nick Bull (07977 151 184 / nickb@thetour.co.uk)
About ORSEN
ORSEN is a multinational sports marketing agency, headquartered in Nyon, Switzerland and with offices in London and Miami. ORSEN have a highly experienced team of industry experts dedicated to passionately supporting brands and rights-holders in developing long-term partnerships within the world of sports and entertainment.
Find out more about ORSEN at ORSEN.ch or by following on Linkedin
For further media information, please contact:
Sarah Gibbons (+41 79461 42 55 / sgibbons@orsen.ch)
Tom Morgan (+44 (0)7776 183 571 / tmorgan@orsen.ch)
