SweetSpot appoints Orsen as commercial agency for the The Tours events

SweetSpot, organisers and promoters of the men’s Tour of Britain, Women’s Tour, and the Tour Series, has appointed international sports marketing agency Orsen as principal commercial agency to The Tour events.

Orsen will be charged with leading the new business sales process across The Tours, including securing a title sponsor and generating new and innovative partnerships to enhance the UK’s leading cycling events.

Initial focus will be on securing partners for the Women’s Tour in June 2024, with the race due to get underway in Wales on Tuesday 4 June on its return to the UCI Women’s WorldTour calendar. Plans for next year’s Women’s Tour are for the event to make its way through the west and heart of England to finish in Greater Manchester.