Sweetspot appoints the Value Xchange to handle TV broadcast sponsorship rights

The Value Xchange has been appointed by rights holders SweetSpot to be exclusive agency to sell TV broadcast sponsorship rights for the UK’s biggest professional cycling events, the Tour of Britain, Women’s Tour, and the Tour Series. 

The Value Xchange will be responsible for securing sponsorship of the UK television broadcast coverage of the events, whose 2023 calendar begins in May with the Tour Series city centre races, followed by the Women’s Tour (6-11 June), and culminating in the Tour of Britain (3-10 September). They will also be supporting SweetSpot to secure event sponsors for these events too on a non-exclusive basis. 

The broadcast inventory currently available for sponsorship amounts to over 65 hours of free-to-air coverage on ITV4, comprising highlights of the Tour of Britain, Women’s Tour, and Tour Series, as well as live flag-to-flag coverage of the Tour of Britain.

Commenting on the appointment, SweetSpot Commercial Director Miles Rose said; "We are delighted to be working with The Value Xchange team on the summer of broadcast assets SweetSpot possess on ITV4 alongside our cycling events. We are looking forward to discussing opportunities with brands to position themselves at the heart of our fans’ experiences either at home following the action on TV or mobile, or at the roadside supporting the events.”. 

The Value Xchange’s Co-Owner Jamie Wilson, said “It’s exciting to be working with the SweetSpot team to secure broadcast and event sponsors for the 2023 Series of events. The extensive broadcast coverage gives brands a great way to secure exposure in premium sports content and associate with the sport of cycling.”