Sports travel provider will act as the Official Hospitality Partner for the Tour of Britain, the UK’s most prestigious men’s international cycling race, in 2021 and beyond.

The five-year partnership with event organisers SweetSpot sees awarded exclusive rights to sell distinctive hospitality packages for the Tour of Britain, Women’s Tour and Tour Series.

SweetSpot will announce more details of additional VIP packages at the Tour of Britain, aimed at giving guests an insight into the race and once-in-a-lifetime experiences as a part of the development of bespoke travel and hospitality packages for the cycling market, in the coming weeks.

Fans can pre-register to be the first to hear more from via their website:

In quotes

Rob Slawson, Director of Sports Travel at Clarity Travel &, said : “We are delighted to be partnering with the Tour of Britain and cannot wait to welcome sports fans back and join them in witnessing the must-see cycling action.

“We know how much sports fans have been missing live sport, and even more so, the opportunity to experience unforgettable sporting experiences themselves since the onset of the lockdown. Therefore, we are hoping to create and deliver experiences that the fans won’t forget.”

Betty Moseley, Strategic Partnerships Manager at SweetSpot, said: “We are excited to partner with as their expertise in the hospitality sector is unrivalled. We want to make access to our hospitality packages as simple as possible and using the platform allows us to do just that. Together with we will continue to put fans at the heart of the action at every race start and finish.”

About the 2021 Tour of Britain

This year’s Tour of Britain will take place between 5 – 12 September, starting in Cornwall and finishing in Aberdeen with visits to Exeter, Warrington and Edinburgh along the route.

A range of other sponsorship and partnership opportunities are available across both the Tour of Britain and Women’s Tour in 2021 for brands looking be associated with Britain’s biggest professional cycling events.  Opportunities exist from regional packages to support individual stages through to the title sponsorship of both races.

The new partnership with was brokered by specialist sports rights and marketing agency Sport Collective GV6, who have been working with SweetSpot to identify new commercial partners for Britain’s leading cycling events.