A thrilling, colourful, action-packed sporting spectacle that reaches more spectators on their own doorsteps than any other event staged in this country is set to return to this country in style in the first week of September.
The Tour of Britain, featuring sixteen teams of the world’s elite cyclists will take place from 1 – 5 September, just a few weeks after the Olympics where Britain’s cyclists are rated as good medal prospects. The Tour of Britain has been granted elite status ( Category 2.3 ) by the sport’s governing body, the UCI, and every rider will want to be on that prestigious winner’s podium in London after a gruelling five days in the saddle. As the Tour moves through the regions the route will test the courage, skill and stamina of the riders as well as showcasing some of the country’s most scenic spots and famous towns and cities.
The organisation responsible for reviving The Tour of Britain, after a gap of five years, is SweetSpot, a specialist sports marketing and events company. They have adopted the same formula as the world’s most famous cycle race, The Tour de France, in that there is no specific title sponsor of the event. There will be a collaborative approach with a combination of public and commercial sponsors supporting the event to ensure longevity and remove the frailty of over dependence on one title sponsor.
An event of this stature and complexity could not take place without the support of the Department of Culture, Media and Sport, Visit Britain and the Regional Development Agencies – together with the whole hearted commitment of their local partners such as local authorities, planning, traffic and sport departments, local police forces, emergency services and tourism bodies. Add to this support from the commercial sector and The Tour of Britain will have the same broad foundations as The Tour de France and provide the longevity that all these partners demand.
The Tour of Britain will create a ‘community dynamic’ wherever it goes and the regions, towns and cities through which the race travels will benefit directly not only in the form of positive media exposure but, just as importantly, from the direct economic impact that the race generates. Along the route upwards of four million spectators are expected to witness, at no charge, the thrill of world class professional cycling – a spectator base that elevates the Tour of Britain into the highest category.
The Tour of Britain has been sorely missed by all those organisations with an interest in cycling, cycling enthusiasts and the general media. SweetSpot has also secured the support of the BBC who have embraced the event and will broadcast it both nationally and through their regional networks. They realise the significance of an event like this and its potential in future years and it is their intention to grow the race in subsequent years by devoting even more time to live broadcasts. This year a programme will also be created for distribution around the world.
The World Governing Body of Cycling, the UCI, are also fully supportive and it is envisaged that The Tour of Britain will, in future, form part of the new ‘UCI Pro Tour’ which is commencing in 2005. Organising and staging a successful Tour of Britain will also stand Britain in good stead when it comes to bidding for world class events in future years.
The organising team is led by SweetSpot’s Hugh Roberts and Peter Moore OBE, former CEO of Center Parcs. They will have the vastly experienced Mick Bennett as their Technical Director. Mick has assembled his own team that is well respected by the international cycling community to provide the expertise to stage the race and it includes the experienced Pat McQuaid from the UCI as Race Director. The Event Director is two times World Champion Tony Doyle MBE who will have responsibility for team matters and the interests of the individual riders.
‘The Tour of Britain will be one of the most prestigious sporting events that Britain will stage every year for the foreseeable future. It can count upon a huge residue of good will and support and, as a sporting spectacle that tours the country, it has the capacity to reach and influence huge numbers of people on their own doorstep. It ticks all the right boxes for such a wide variety of organisations that have so much to gain from being associated with this world class sporting event,’ concludes Peter Moore.
PROPOSED ROUTE FOR TOUR OF BRITAIN CYCLE RACE 2004
The Tour of Britain cycle race takes place from September 1 – 5 and will feature sixteen of the world’s elite teams.
The first stage is planned to take place in the north west of England and will be followed by a stage in Yorkshire. The third stage will visit cities in the East Midlands and the fourth stage, on Saturday, will be centred on South Wales. The race will reach a thrilling climax on Sunday with a criterium on the streets of Westminster and BBC TV will be presenting a programme on all the five stages in Grandstand.
For further details contact:
Michael Heal:
Tel: 0208 974 8506
0775 157 1936
michael.heal@btconnect.com
OR
Hugh Roberts: Tel: 0208 753 8233
0780 158 0090
e-mail: robertsh@thetour.co.uk