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August 31, 2021

SweetSpot brings AJ Bell on board to end long Tour of Britain title sponsor search

SweetSpot, the UK events company and organiser of the Tour of Britain and Women's Tour professional cycling stage races, has finally secured a new title sponsor for the events after today announcing a new agreement with AJ Bell, the online investment platform.

By Tariq Saleh

SweetSpot, the UK events company and organiser of the Tour of Britain and Women's Tour professional cycling stage races, has finally secured a new title sponsor for the events after today announcing a new agreement with AJ Bell, the online investment platform.

The upcoming AJ Bell Tour of Britain is slated to take place from 5 to 12 September, with the six-stage AJ Bell Women’s Tour scheduled for 4 to 9 October.

Both editions were cancelled last year due to the coronavirus pandemic.

SweetSpot has been on the hunt for a lead partner ever since independent energy supplier OVO Energy chose not to renew its deal in November 2019.

Hugh Roberts, chief executive of SweetSpot, said: “It has been a most challenging two years since our most recent races so the positive support of AJ Bell is most welcome and continues the good news as we build up to both tours.”

This year’s Tour of Britain will be the first UCI event to take place in the country since the World Road race championships in September 2019.

The Women’s Tour is the UK’s only round of the UCI Women’s WorldTour in 2021 and will be staged almost 30 months on from the last edition in June 2019.

It has been a busy period for SweetSpot commercially, with the company having secured several new partners for the events in recent weeks, including alcohol-free wine brand Eisberg, cycling retailer Sigma Sports, bike company Dolan Bikes, craft beer brand Jubel, and coffee brand Tiki Tonga.

That followed previous deals with US sportswear firm Pearl Izumi and Telegraph Media Group, while Czech car manufacturer Skoda also continues to be a long-standing sponsor of the races.

In June, SweetSpot appointed Miles Rose as its new commercial director with responsibility for building the partnership portfolio for the events.

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