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Tour of Britain organisers expect uplift in title rights fee after Ovo’s exit

(Photo by Matt Cardy/Getty Images)

SweetSpot, the organisers of UK cycling’s Tour of Britain, Women’s Tour and Tour Series, will be seeking a rights fee uplift from a new title partner across all three events after the exit of Ovo Energy this week.

According to Sean McAuliffe of sports rights and marketing specialists, Sport Collective, the agency hired by Sweetspot to assist with its commercial programme, the rights fee should be commensurate with the growth of the sport and the agency’s investment in the three properties.

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