The Women’s Tour, the UK’s leading professional women’s cycle race, has today partnered with data analytics provider DotModus to enhance its supporter and stakeholder activation in 2021.

In becoming the event’s Official Data and Digital Partner, DotModus will help Women’s 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.

This partnership extends across all of SweetSpot’s platforms and events, including the Tour of Britain, the UK’s prestigious and longest-running international cycle race that forms a part of the UCI ProSeries, and the Tour Series.

In quotes

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.”

Thomas Fowler, CEO of DotModus, added: “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.”

Women’s Tour 2021

Following the postponement of last year’s race owing to the COVID-19 pandemic, the 2021 Women’s Tour will begin in Bicester, Oxfordshire on Monday 4 October.

The seventh edition of the Women’s Tour will finish with a stage between Haverhill and Felixstowe in Suffolk on Saturday 9 October Further details of the route for this year’s Women’s Tour will be announced in the coming months.