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20th Oct, 2021

Tour Series return hopes locked up by a lack of sponsor

HOPES of securing the return of the highly successful Tour Series town centre bike race back to Redditch are reliant on a major sponsor coming through, admits council leader Matt Dormer.

The borough’s contract with Tour promoters Sweetspot ended last year and Councillor Dormer said that, given the financial situation of the authority, it could ill afford to bring the event back.

“I think it’s unlikely. We are trying to find sponsorship and if there is any businesses out there that can help we’d love to hear from them.” he said.

The Tour Series, screened across over 100 countries, offered national and worldwide exposure to Redditch as well as promoting the sport of cycling and bringing the cream of British racing cyclists, including Olympic gold medal winners like Ed Clancy and Laura Kenny.

Redditch has even hosted the launch event for the Tour Series and the competition has been widely credited with bringing thousands of visitors to the town centre.

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