The Tour of Britain has been unveiled as a finalist at the prestigious Event Production Awards for the third time in four years.

Britain’s leading professional cycle race is one of three nominees – and the only cycling event – in the Sporting Event of the Year category.

Competition comes in the form of the Bournemouth 7s Festival and the Weston Beach Race. The winner will be announced at an awards ceremony in Hammersmith, London, on Thursday 17 February.

This category recognises events that have “truly delivered for its audience“. Judges will be looking for evidence of “how the event understands its target market, how the event delivered a positive attendee experience, innovation and creativity in delivery, how the event was run in a secure and safe manner and its commercial success”.

Last year’s star-studded race was won by Belgian rider Wout van Aert, with reigning world road race champion Julian Alaphilippe finishing third overall. The event broke new ground, running from Cornwall to Aberdeen in just eight days, with stage finishes alongside Gateshead’s famous Angel of the North sculpture and inside Edinburgh’s world-famous Holyrood Park.

Alaphilippe described stage four, from Aberaeron to the Great Orme in Llandudno, as having “the air of a Classic”, while the meeting of young roadside fan Xander Graham and Team Jumbo – Visma rider Pascal Eenkhoorn went viral, generating over two million video views to date.

Video: The 2021 Tour of Britain in 60 seconds.

In addition to the roadside crowd of over one million spectators, ITV4’s flag-to-flag live coverage of the Tour, held between Sunday 5 and 12 September, was watched by an average daily audience of 423,000 – a 31% increase from the 2019 edition. According to the research conducted by Frontline, the Tour of Britain generated £29.96m of net economic benefit for the UK economy.

While the Tour of Britain narrowly missed out on the award in 2019 and 2020 the Women’s Tour – its sister race – was named 2018’s Sporting Event of the Year. The winners of this year’s award will be unveiled at a ceremony in West London on 17 February.