SweetSpot Group

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. 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 celebrates its tenth season of competition in 2018. 2014 saw SweetSpot create and deliver The Women's Tour, Britain's first UCI level stage race for women, to huge success, an event after just one year is acclaimed as being one of the leading women's cycle races in the world, with the event becoming a UCI Women's WorldTour race from 2016 onwards. In 2012 SweetSpot, along with partners The London Marathon Ltd, were awarded the contract to deliver the Olympic legacy cycling event, Prudential RideLondon, from 2013 onwards, as the London and Surrey Cycling Partnership, while they have also organised mass participation events for a number of partners, including RiseAbove the official sportive of Mark Cavendish.