Tour of Britain and DotModus team up for 2021

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.

4 months ago   •   2 min read

By Patrick Eriksen

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.

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.”

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.

“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.” Thomas Fowler, CEO of DotModus

Following the postponement of this September’s Tour of Britain, the Tour of Britain will return in 2021 with eight days of racing from Penzance, Cornwall on Sunday 5 September to Aberdeen on Sunday 12 September.  Full details of the 2021 race route will be announced in early 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.

Follow the Tour of Britain on Twitter, Facebook and Instagram or via the event’s official website at tourofbritain.co.uk.

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