SweetSpot, the current organiser and commercial rights-holder for cycling’s Tour of Britain, is in a head-to-head battle with the Fast Track agency for the contract from 2014.
TV Sports Markets understands that the two companies are in the final stages of negotiations with British Cycling, the sport’s UK governing body. Informed sources say that no other bidders are left in the process. The winner is expected to be announced in the coming weeks.
Other bidders for the contract included Tour de France organiser Amaury Sport Organisation, agencies including Infront Sports & Media, IMG Events & Federations, and event management company Upsolut Sports UK.
SweetSpot won the original contract in 2004 against bids from IMG and event specialist Events Group. In December, British Cycling decided to put the contract out to tender from 2014. SweetSpot at the time said that it was “surprised and disappointed” by the decision.
Fast Track, founded by former Olympians Alan Pascoe and Edward Leask in 1998, is a major athletics event organiser.