June 1, 2004 – A thrilling, colourful, action-packed sporting spectacle that
reaches more spectators on their own doorsteps than any other event staged
in this country is set to return to this country in style in the first week
of September. The Tour of Britain, featuring sixteen teams of the world’s
elite cyclists will take place from 1 – 5 September, just a few weeks after
the Olympics where Britain’s cyclists are rated as good medal prospects.
The Tour of Britain has been granted elite status (Category 2.3 ) by the
sport’s governing body, the UCI, and every rider will want to be on that
prestigious winner’s podium in London after a gruelling five days in the
saddle. As the Tour moves through the regions the route will test the
courage, skill and stamina of the riders as well as showcasing some of the
country’s most scenic spots and famous towns and cities.

The organisation responsible for reviving The Tour of Britain, after a gap
of five years, is SweetSpot, a specialist sports marketing and events
company. They have adopted the same formula as the world’s most famous
cycle race, The Tour de France, in that there is no specific title sponsor
of the event. There will be a collaborative approach with a combination of
public and commercial sponsors supporting the event to ensure longevity and
remove the frailty of over dependence on one title sponsor.

An event of this stature and complexity could not take place without the
support of the Department of Culture, Media and Sport, Visit Britain and the
Regional Development Agencies – together with the whole hearted commitment
of their local partners such as local authorities, planning, traffic and
sport departments, local police forces, emergency services and tourism
bodies. Add to this support from the commercial sector and The Tour of
Britain will have the same broad foundations as The Tour de France and
provide the longevity that all these partners demand.

The Tour of Britain will create a “community dynamic” wherever it goes and
the regions, towns and cities through which the race travels will benefit
directly not only in the form of positive media exposure but, just as
importantly, from the direct economic impact that the race generates. Along
the route upwards of four million spectators are expected to witness, at no
charge, the thrill of world class professional cycling – a spectator base
that elevates the Tour of Britain into the highest category.

The Tour of Britain has been sorely missed by all those organisations with
an interest in cycling, cycling enthusiasts and the general media.
SweetSpot has also secured the support of the BBC who have embraced the
event and will broadcast it both nationally and through their regional
networks. They realise the significance of an event like this and its
potential in future years and it is their intention to grow the race in
subsequent years by devoting even more time to live broadcasts. This year a
programme will also be created for distribution around the world.

The World Governing Body of Cycling, the UCI, are also fully supportive and
it is envisaged that The Tour of Britain will, in future, form part of the
new “UCI Pro Tour” which is commencing in 2005. Organising and staging a
successful Tour of Britain will also stand Britain in good stead when it
comes to bidding for world class events in future years.

The organising team is led by SweetSpot’s Hugh Roberts and Peter Moore OBE,
former CEO of Center Parcs. They will have the vastly experienced Mick
Bennett as their Technical Director. Bennett has assembled his own team that
is well respected by the international cycling community to provide the
expertise to stage the race and it includes the experienced Pat McQuaid from
the UCI as Race Director. The Event Director is two times World Champion
Tony Doyle MBE who will have responsibility for team matters and the
interests of the individual riders.

“The Tour of Britain will be one of the most prestigious sporting events
that Britain will stage every year for the foreseeable future. It can count
upon a huge residue of good will and support and, as a sporting spectacle
that tours the country, it has the capacity to reach and influence huge
numbers of people on their own doorstep. It ticks all the right boxes for
such a wide variety of organisations that have so much to gain from being
associated with this world class sporting event,” concludes Peter Moore.