Tour of Britain organiser joins forces with Manchester firm

A Manchester sports travel and experiences provider has joined forces with the company behind the Tour of Britain, Women’s Tour and Tour Series cycling events.

The joint venture with Destination Sport Group, which is based on Oxford Road and SweetSpot Group, builds on its existing partnership following previous successful collaborations on hospitality experiences at the Tour of Britain.

This new enterprise, which will be positioned in the Destination Sport Group portfolio, will focus on building further hospitality experiences.

This will include providing hotel and logistical support for participating teams and developing opportunities for cycling enthusiasts to experience the riding stages of the Tour of Britain, the Women’s Tour and the Tour Series, which all get underway later this year.

Under the new agreement, three of Destination Sport Group’s sport travel brands – Sportsbreaks.com, Clarity Sports and Destination Sport Experiences – will each play a prominent role in this new joint venture.

Hugh Roberts, CEO of SweetSpot, said: “We have been hoping to find the right ‘fit’ with an established hospitality and travel partner for some while and our plans were thwarted by the events of the last two years

“The time is now ideal I feel for SweetSpot to collaborate in a much more meaningful way with the team at Destination Sport Group who will help us to expand and develop our hospitality and travel ambitions especially as our objectives are very much aligned.”

Paul Hemingway, Managing Director of Destination Sports Group, added: “We look forward to working with Hugh and the team to create some of the most unique opportunities to view the Tour of Britain and Women’s Tour, as well as amazing participation events so that cyclists can enjoy the thrill of the race from a very different perspective and emulate some of the great riders who have ridden on the Tour.”