The Tour of Britain, the UK’s leading professional cycle race, has today partnered with data analytics provider DotModus to enhance its supporter and stakeholder activation in 2021.

In becoming the event’s Official Data and Digital Partner, DotModus will help Tour organisers SweetSpot to better activate its sponsorships while engaging its sizeable roadside and digital audience to create more immersive fan experiences. DotModus will work with the SweetSpot commercial team to identify and align new brands with its events as well as working to explore new data-led revenue streams.

This partnership extends across all of SweetSpot’s platforms and events, including the Women’s Tour, the prestigious six-day race that forms a part of the UCI Women’s WorldTour, and the Tour Series.

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Hugh Roberts, CEO of Tour organiser SweetSpot, said: “There can be no doubt that data is vital in driving stronger fan engagement and enhancing the ROI for our stakeholders and partners. “Given their experience in analytics, DotModus are well positioned to provide the Tour of Britain with the data, tools, and services it needs to succeed in the post-COVID-19 world.”

Thomas Fowler, CEO of DotModus, added: “We’re excited to be partnering with the Sweetspot Group. Extracting meaningful insights from data is key to developing further value in the sports sector and DotModus is well equipped to assist organisations like SweetSpot to unlock this potential. In partnership, we will aim to increase value to all their stakeholders, enhance the fan experience and open up new revenue possibilities. It’s an exciting road ahead for us with the SweetSpot team.”

Tour of Britain 2021

The Tour of Britain is British Cycling’s premier road cycling event, giving cycling fans the opportunity to see the world’s best teams and riders competing on their doorstep and helping to build a great cycling nation.

Following the postponement of this September’s race, the Tour will return in 2021 with eight days of racing from Penzance, Cornwall on Sunday 5 September to Aberdeen on Sunday 12 September. The race will also visit Devon, Warrington and Cumbria. Full details of the 2021 race route will be announced in the New Year.