SweetSpot and SEL join forces to develop cycling events

SweetSpot Group, the organiser and promoter of The Tour of Britain cycle race, will work on an exclusive basis with Peter Phillips and SEL UK for the future commercial development of its events.

SEL UK, led by managing director Peter Phillips, will work with SweetSpot Group’s existing commercial team, headed by Alastair Grant, across its portfolio of cycling events, headlined by The Tour of Britain, but also including The Halfords Tour Series city-centre cycle races and The Tour Ride mass participation events.

SweetSpot and SEL UK will also work together on future cycling and sporting projects including bids to bring the Tour de France back to the UK.

SweetSpot will benefit from SEL UK and Phillips’ experience of activating sponsorship and promoting rights holders interests across their portfolio of events.

The Tour of Britain, the UK’s biggest professional cycle race and the country’s largest free-to-spectate live sporting event takes between September 9-16, starting in Ipswich and finishing in Guildford.