SweetSpot Group Ltd
SweetSpot Group are a sports events and marketing company specialising in the creation and execution of high-quality, annual sporting events. SweetSpot were behind the successful revival of the Tour of Britain, the UK’s largest professional cycle race, in 2004 after a five-year absence, which now forms a cornerstone of the British sporting calendar and is the country’s largest free-to-watch sporting event attracting more than one and a half million spectators.
SweetSpot Group were also part of the team behind the successful 2007 London Grand Départ of the Tour de France, and are responsible for the creation of the unique, team-based Tour Series programme of televised, city centre cycle races, which was created in 2009.
In 2012 SweetSpot, along with partners The London Marathon Ltd (as the London and Surrey Cycle Partnership), were awarded the contract to deliver the Olympic legacy cycling event. The Prudential RideLondon has taken place annually since 2013 and is now one of the world’s leading cycling events.
In 2014 SweetSpot launched the Women’s Tour, a five-day elite, international stage race. The event quickly became the world’s best professional cycle race for women, a status marked by its selection among the founders of the UCI Women’s WorldTour. In 2019, the Women’s Tour expanded to six stages for the first time in its history.
