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.
SportBusiness understands that the title fee across all three properties is valued in the low seven-figure pounds per year.
McAuliffe said a new title deal will need to be signed by the second quarter of 2020. He expects companies from the banking, insurance and telco sectors to express an interest in the properties, which cover 20 event days per year across the UK.
According to Sports Collective, viewing figures increased by 28 per cent from the 2017 edition of the Tour of Britain to the 2018 edition, and McAuliffe expects a comparable upward trend for all of events in 2019.
He also pointed to continuation of the partnership with free-to-air broadcaster ITV – part of its long-term investment in cycling – which runs until 2023.
The three events attract over 2 million spectators annually, making them the largest free-to-attend sporting events in the UK.
The six-stage Women’s Tour will take place in June 2020. The eight-stage Tour of Britain will take place next September, with the Grand Depart leaving from Penzance, Cornwall.