The Value Xchange have been appointed the exclusive agency to sell the TV broadcast sponsorship rights for the UK’s biggest and best professional cycling events, the Tour of Britain, Women’s Tour, and the Tour Series, by rights holders SweetSpot.
The Value Xchange will be responsible for securing sponsorship of the UK television broadcast coverage of the events, whose 2023 calendar begins in May with the Tour Series city centre races, followed by the Women’s Tour (6-11 June), and culminating in the Tour of Britain (3-10 September). They will also be supporting SweetSpot to secure event sponsors for these events too on a non-exclusive basis.
The broadcast inventory currently available for sponsorship amounts to over 65 hours of free-to-air coverage on ITV4, comprising highlights of the Tour of Britain, Women’s Tour, and Tour Series, as well as live flag-to-flag coverage of the Tour of Britain.
Commenting on the appointment, SweetSpot Commercial Director Miles Rose, said: “We are delighted to be working with The Value Xchange team on the summer of broadcast assets SweetSpot possess on ITV4 alongside our cycling events.
“We are looking forward to discussing opportunities with brands to position themselves at the heart of our fans’ experiences either at home following the action on TV or mobile, or at the roadside supporting the events.”
The Value Xchange’s Co-Owner, Jamie Wilson, said: “It’s exciting to be working with the SweetSpot team to secure broadcast and event sponsors for the 2023 Series of events. The extensive broadcast coverage gives brands a great way to secure exposure in premium sports content and associate with the sport of cycling.”
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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, in addition to around the world. The Tour of Britain is part of the UCI ProSeries, making it one of the most prestigious sporting events in the sport’s global calendar.
Follow the Tour of Britain on Twitter, Facebook and Instagram or via the event’s official website at tourofbritain.co.uk.
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 Demi Vollering (2021), attracts an annual roadside audience of 300,000, as well as over three million fans through linear and online platforms.
Follow the Women’s Tour on Twitter (#WomensTour), Facebook, and Instagram or via the event’s official website at womenstour.co.uk.
About The Value Xchange
A sports, media and entertainment marketing agency founded in 2016 who help create lasting partnerships that have an enduring and positive impact for brands, rights owners and fans.
The agency work with a number of brands and rights owners including Meta, Selco Builders Merchants, Movember, Activision, RLWC2021 and the Football Association of Wales.
Press contacts:
- Peter Hodges / peterH@thetour.co.uk / 07970 526 519
- Nick Bull / nickb@thetour.co.uk / 07977 151 184
