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Host the Tour of Britain

Hosting the Tour of Britain allows cities, towns and villages to proudly showcase their historic, cultural, architectural, tourist and green credentials to a worldwide audience. Furthermore, it also provides a touchpoint with your local community, encouraging health and wellbeing alongside the promotion of active lifestyles.

Hosting the Tour of Britain allows cities, towns and villages to proudly showcase their historic, cultural, architectural, tourist and green credentials to a worldwide audience. Furthermore, it also provides a touchpoint with your local community, encouraging health and wellbeing alongside the promotion of active lifestyles.

The Tour of Britain isn’t just a cycle race. It is a picture postcard unlike any other, one that allows host venues promotion and exposure around the world. The event is broadcast in over 185 countries worldwide and attracts over one billion social media impressions yearly. Put simply, this is an unmissable showcase for your venue.

Why host the Tour of Britain?

Host venues benefit from the Tour of Britain in many ways, including:

  • Up to £6m value to the economy
  • £1.2m media value
  • A media showcase: live coverage of ITV4 in the UK, over 150 countries worldwide
  • Platform to engage your local community
  • Huge roadside attendance: our 2019 finale in Greater Manchester attracted 600,000 spectators
  • 64% of spectators are inspired to cycle more

 

All eight stages of the 2021 race combined to produce these returns:

  • £29.9m value to the UK economy
  • Over 1m roadside spectators
  • 20m+ total TV viewers
  • 60+ hours of live TV broadcast in the UK alone
  • National and international press coverage
  • Participants included Olympic and world champions; Tour de France stage winners

 

The Tour of Britain is long recognised as one of the UK’s flagship annual events and has won several high-profile awards since its return to the calendar in 2004.

Next steps

Representatives of cities, authorities, councils and districts interested in hosting the Tour of Britain can obtain further details on the application process by completing the below form.

Alternatively, email us and a member of the race’s commercial team will get back to you.

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