The collapse of SweetSpot, promoter of the Tour of Britain and the Women’s Tour, was due to a perfect storm of factors, including the fees dispute with British Cycling, the cost of living crisis, cash-strapped local authorities, the post-Brexit fallout, the aftermath of the pandemic, the death of the Queen, and as SweetSpot CEO, Hugh Roberts, admits, financial mismanagement.
“Liquidation started to become a possibility back in July 2023,” Roberts said, “because we were already under a lot of pressure financially. There was a potential title sponsor keen to be involved with the men’s Tour (and the Women’s Tour), so we went ahead with the race, because that encouraged other sponsors to get involved.”
But when that lead fizzled out and no title sponsor came on board, the writing was…