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
