The Tour of Britain will be able to make use of YouGov’s industry leading analysis tool Profiles going forward as it seeks to bring new sponsors on board for 2022, as well as increasing the value delivered to existing partners of Britain’s biggest professional cycling race.

This extends Tour organiser SweetSpot’s existing partnership with YouGov, which has seen YouGov Sport provide the monitoring and evaluation of the broadcast and online coverage for the Tour of Britain and Women’s Tour since 2017, plus the Tour Series.

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Miles Rose, Tour of Britain commercial director, said: “We are excited to be working with YouGov Profiles to prioritise a data driven approach to our new business process, and to inform our existing partners of the behavioural and attitudinal data of our cycling audience here in the UK.

“Building on the successful return of our events this year we have many live conversations at the moment where I am confident that this level and quality of data will help to deliver a number of new relationships for us in the coming months.”

Charlie Dundas, YouGov Sport’s commercial director, said: “Profiles is YouGov’s industry leading audience analysis tool. Designed to make it simple to find and understand the target group that matters most to you, Profiles is used by clients of YouGov Sport to build and customise a portrait of their fans’ entire world with unrivalled granularity. Sitting on top of YouGov’s unique, wholly owned and inter-connected database, Profiles enables desk-top access to hundreds of thousands of demographic, psychographic, attitudinal and behavioural consumer metrics. 

“Working with progressive sports right holders such as SweetSpot is exciting and shows how data and insight can help to drive sponsorship forward. We are thrilled to be supporting them in their commercial endeavours through the use of Profiles.”

About the 2022 Tour of Britain

The 2022 Tour of Britain will take place between Sunday 4 to Sunday 11 September.

Already confirmed for the next year’s route is a Grand Départ in Aberdeen and Aberdeenshire, following the success of the final stage of this year’s race.

A midweek stage in Nottinghamshire and Isle of Wight finale will also feature.